Ad Campaigns
Embrace #FilterFree skin with The Derma Co, says Parineeti
NEW DELHI: Science-based skincare brand The Derma Co from Honasa Consumer has introduced Bollywood’s Parineeti Chopra as the official face of the brand in India.
The Derma Co has a philosophy of living life without filters and believes in treating skin concerns from within to reveal true-beautiful-selves. Chopra joins hands with the brand to propagate the message to the youth and encourages them to embrace their #FilterFree skin. With this philosophy, the brand has launched its first-ever digital film featuring Chopra.
“Parineeti has always been looked up for being the differentiator. She is dynamic, young, strong-minded, and genuine, making her seamlessly fit into the brand ideology of #FilterFree self,” said Honasa Consumer co-founder & CIO Ghazal Alagh. “She is the perfect expression of someone who is constantly evolving along with her skincare needs. We are confident that she will be able to advocate the brand philosophy of urging people to stop hiding skin concerns behind make-up and healing them from within. We’re delighted to have her as a part of our growing family and confident that she will inspire millennial consumers to go #FilterFree with The Derma Co.”
The actor exemplifies The Derma Co’s philosophy of inspiring, empowering, and delivering happiness to women by celebrating natural beauty through great skin.
“When I got to know about the concept of The Derma Co, I loved the idea of how they are tackling skin concerns from within and embracing one's #FilterFree skin. I am glad that I could partner with the brand on this journey to make people feel more comfortable and confident in their own skin,” said Chopra.
The Derma Co offer science-backed solutions for specific concerns such as acne, pigmentation, open pores, dull and dry skin with ingredients like 20 per cent vitamin C, 10 per cent niacinamide, two per cent salicylic acid, five per cent hyaluronic acid, and more. The Derma Co products are available on www.thedermaco.com along with leading e-commerce portals such as Amazon, Nykaa and Flipkart.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
