Ad Campaigns
FNP aces emotional storytelling with new raksha bandhan campaign
Mumbai: FNP (Ferns N Petals) has launched an evocative digital campaign for Raksha Bandhan that celebrates the spirit of sibling love in unique and modern ways. Under the theme “Rakhi Banayein Khaas”, the campaign redefines the traditional concept of Rakhi by highlighting the special bond of a brother-sister relationship.
The centerpiece of the campaign is a brand film that tells the story of a young badminton player who receives a Rakhi package from his sister. The film, launched across digital media, underscores the importance of belief and how a simple thread can empower one to achieve what seems difficult. Whether siblings are together or miles apart, the love and support they share can help them overcome any challenge.
The creative approach also highlights how FNP’s Rakhis symbolize strong, supportive relationships, resonating with the nation’s passion for sports and the significance of unwavering support in achieving dreams.
The campaign’s launch is timely, coinciding with the upcoming Olympics in Paris, enhancing its relevance.
Commenting on the launch, FNP CMO Avi Kumar shared:
“At FNP, we understand that Raksha Bandhan is more than just tying a thread; it’s about reinforcing the bonds of love and protection between siblings. Our campaign, ‘Rakhi banayein khaas,’ is designed to help our customers create magical moments, whether celebrating together or apart.”
FNP offers an extensive collection of Rakhis and gifts catering to diverse tastes and budgets. Alongside Rakhis, the collection includes chocolates, sweets, dry fruits, and curated gift hampers. Additionally, FNP provides return gifts for brothers to express gratitude and appreciation.
FNP’s 2024 Rakhi collection, the largest online, is now live on the FNP website and app. The company ensures timely delivery, even for last-minute shoppers, enhancing the festivities for millions of Indians globally.
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.
