Ad Campaigns
Empowering moms every day: Philips avent unveils #ShareTheCare campaign
Mumbai: In the hustle of this demanding world, an eye-opening 72 per cent of mothers grapple with less than an hour of personal time each day, underscoring the relentless balancing act they endure. Research says that 86% percent of mothers feel a huge pressure to embody the perfect parent, and this constant struggle takes a toll on their mental well-being, with 74 per cent of women experiencing heightened anxiety since embracing motherhood. Moreover, 48% of the general population believes mothers sacrifice a substantial part of their happiness and well-being for their children.
Recognising these challenges and liberating mothers from the dogma of this devotion, Philips India proudly introduces the #ShareTheCare campaign, partnering with influential mothers and celebrities. Through this initiative, we aim to spotlight authentic stories, challenges, and inspiring triumphs while supporting mothers on their unique journey, fostering a community that not only understands the essence of sharing the care but actively plays a crucial role as a support system for mothers.
#ShareTheCare with Philips Avent
The #ShareTheCare campaign, a heartfelt initiative by Philips Avent, is a tribute to mothers and an invitation for others to extend support to their journey through motherhood. We recognise that it takes a village to raise a child, and for mothers to provide the best care for their babies, self-care is not selfish; it’s an essential component of their well-being.
The campaign’s purpose is to facilitate a supportive network around mothers, encouraging the shared responsibility of caregiving. This not only eases the pressure on mothers but also allows them the selfcare time they need for themselves. In fostering this virtuous care cycle, #ShareTheCare places the well-being of parents at the forefront.
Commenting on the campaign, Philips India Subcontinent business head, Personal Health, Deepali Agarwal said, “Embarking on the journey of motherhood is an extraordinary experience. Recognising that it takes a village to raise a child, Philips Avent is dedicated to offering tangible solutions that provide comprehensive support to mothers so they can care for their wellbeing along with their child. With the #ShareTheCare campaign, we aim to foster a more inclusive and compassionate environment for mothers, encouraging shared responsibility for caregiving among individuals, making a positive impact on the holistic well-being of both mothers and their little ones.”
In this campaign, women from diverse backgrounds come together to celebrate the influential figures in their motherhood journey, emphasizing the importance of #ShareTheCare. Expressing gratitude, they spotlight maternal connections and commit to supporting fellow mothers. Through a chain of acknowledgment, each celebrity nominee shares their motherhood story, emphasizing the solidarity among mothers. The campaign invites all mothers to participate and share their stories using #ShareTheCare, acknowledging those who have shaped their journey into motherhood. The campaign is live on Philips Avent’s Instagram, as well as the social media handles of the following celebrities:
Embed: Philips Avent’s
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.
