Ad Campaigns
FCB Ulka, Bangalore conceptualizes Sunfeast Farmlite’s new TVC
MUMBAI: ITC launches Sunfeast Farmlite Digestive All Good with a TV commercial conceived by FCB Ulka, Bangalore. The film captures the quirky and endearing side of a health-conscious couple on a Saturday morning, while also informing the viewers that ordinary digestives are not what they seem to be.
The film begins with the husband entering the house after his morning tennis session. The wife playfully teases him about his health regime, as she sorts her grocery shopping. He decides to participate in the fun, in turn challenging her about her health regime. The fun banter ceases when he discloses that her trusted digestive biscuits aren’t as good for her after all. Just when she’s feeling cheated by her biscuits, he introduces her to the true digestive biscuit, Sunfeast Farmlite Digestive All Good.
Speaking about the commercial, FCB Ulka, Bangalore VP Menaka Menon says, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no Maida and no added Sugar either. The new TVC aims at telling the viewer about what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”
FCB Ulka, Bangalore, senior creative director Vinci Raj points out, “Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being.”
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.
