Ad Campaigns
Engage explores duality with Yin & Yang in latest campaign
MUMBAI: Fragrance brand Engage, from the house of ITC, has unveiled its first range of Eau de Parfum.
Engage has taken a bold step forward to redefine fragrance concepts inspired by the traditional philosophy of duality. Based on the principle that all things exist in contradictory opposites, Engage presents ‘Yin’ for the Engage Man and ‘Yang’ for the Engage Woman.
In a new television commercial for Engage Eau De parfum, the brand elucidates the dichotomy of love and the role of fragrances in creating passionate memories. The film directed by Whitelight film’s Subir Chatterjee and Namita Roy Ghose explores the arguments and friction that is inevitable in any romance but illustrates the core of intense love that binds one another with the promise of a new beginning because love will always find a way.
The TVC opens with a couple in the middle of an intense, passionate fight. The famous Leonard Cohen song ‘Dance me to the end of love’ serves as the perfect score for the crisp storytelling of separation and reuniting in an energetic interplay of Yin and Yang.
The philosophy defines that two opposites attract and complement each other. The symbol illustrates that each at its core has an element of the other. Designed as two halves, the glass perfume bottles and the packaging design also echo the concept of duality.
J Walter Thompson SVP and national creative director Tista Sen says, “Yin and Yang embody the very paradox of love. As poignant as a lovers’ quarrel, it is the perfume that helps the reconciliation. With a haunting music track and visual imagery that brings home the utter pain and longing of a lover’s anguish, the new range of EDP is the ultimate tribute in what brings lovers together. ‘Because love will always find a way’ captures the intensity, passion and opposing views of a young relationship with symbolism and fluidity that Engage the brand has come to epitomise with perfection.”
Engage Eau De Parfum is the most recent launch in the Engage portfolio. Available in four fragrances – Yin for Engage Man, Yang for Engage Woman, Femme and Homme, the fragrances are priced at Rs 499 for a 90 ml bottle.
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.
