Ad Campaigns
FunFoods by Dr. Oetker attempts to make ‘Ghar Ka Khana’ more appealing
MUMBAI: FunFoods by Dr. Oetker has launched a digital campaign titled #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’ over ‘Ghar Ka Khana’. The video went live on FunFoods’ social media pages recently and has reached over 10 million people and been shared over 6000 times.
Conceptualised and developed jointly by Dr. Oetker and Publicis India (http://www.indiantelevision.com/mam/marketing/mam/publicis-india-bags-creative-duties-of-netmedscom-190115), the video is available for viewing on the brand’s Facebook page.
Dr. Oetker India VP-marketing Devarshy R Ganguly said, “In the last ten years of being a helping hand to Indian women in the kitchen we have come across multiple challenges they face. One challenge that stood out through this time is that they struggle to make their children relish food prepared at home. As the leading brand in the category, we realised that mayonnaise plays a meaningful role as a versatile ingredient in households to help prepare tasty food with ease.”
Publicis Capital National Creative Director Amit Shankar said, “Kids love eating food from outside. It’s a common problem that mothers face in India and across the world. In fact, it becomes deeply upsetting for mothers as they prepare food with such love and affection. They often experiment with new recipes but convincing their children is nearly impossible. So, to tackle this problem, we came up with a simple idea in partnership with FunFoods by Dr. Oetker and called it #NothingLikeHomemade. The idea was aimed at changing the perception about home-made food. It was done in a manner where in the end, children were positively surprised to see their mothers as chefs. This made our product the perfect choice for mothers and influenced kids to eat “Ghar Ka Khana.”
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.
