Ad Campaigns
FCB makes ties with in-laws bloom over AV tea
MUMBAI: AVT Premium Tea, a brand that enjoys leadership status in Kerala and Tamil Nadu, is being strengthened through a commercial created by FCB Ulka Bangalore.
The commercial is a nice portrayal of how the brand is passed on from one generation to the next, drawing a parallel to how the mantle of responsibility for the house is passed on from one generation to the next.
AVT Consumer Products general manager – marketing Debendra Prasad M, said, “In the new commercial, the brand helps forge a bond between a mother and her new daughter-in-law, with the former handing over the tea to her daughter-in-law.”
The TVC captures the changing hues of the mother-in-law & daughter-in-law relationship, and dwells on how today the two generations are forging new bonds and coming together in friendship. The brand marks the blossoming of this bond between the two generations.
FCB Ulka Bangalore national creative director Mahendra Bhagat said, “The best way to demonstrate how a taste has in some sense, stood the test of time, is to show how generations have enjoyed it.”
FCB Ulka Bangalore vice president Menaka Menon said, “Given the context of how relationships are evolving and changing in today’s world, the brand had an opportunity to become a sort of relationship marker. AVT in the new ad becomes representative of the passing on of the mantle of responsibility from the mother to her daughter-in-law.”
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.
