Ad Campaigns
Fortune, devoid of ‘milavat’: O&M
MUMBAI: Fortune Kachi Ghani Mustard Oil has launched its new campaign this month. Fortune Kachi Ghani Mustard oil being a ‘100% pure’ mustard oil decided to take the high ground. With the elections just around the corner, the film is centred on a topical issue – the funding for a political party. The premise is that ‘milavati’ or adulteration in oil can be bad for health just like corruption in a party.
The film opens with a group of party members having lunch. While a member is suggesting accepting funds without caring about election agenda, the party leader makes it clear that she doesn’t support corruption. She does this by using her food cooked in Fortune Kachi Ghani Mustard Oil, a 100% pure mustard oil, as an analogy to drive her point across. She also adds that funding should also be devoid of any ‘milavat’ with the party’s agenda. The film signs off with the message that those who oppose ‘milavat’ use Fortune Kachi Ghani Mustard oil that is 100 per cent pure and thus good in taste and even better for health.
Conceived and executed by Ogilvy & Mather, this film hopes to ensure that consumers realise the issue of adulteration in mustard oils and think twice before buying their mustard oil.
Fortune Kachi Ghani Mustard Oil has been the leader among mustard oil brands in Delhi and North India. But, with new brands coming in, there was a need for a fresh round of communication on Fortune Kachi Ghani Mustard Oil to keep its leadership position.
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.
