Ad Campaigns
Gangs of Wasseypur trio now in the mustard oil business
MUMBAI: BL Agro Industries has roped in not one but three brand ambassadors to promote its mustard oil offering, Bail Kolhu. A new TVC made for the 50-year-old brand features the power-packed trio from the Gangs of Wasseypur movies – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi and showcases how they “came out of the grind to become somebody from a nobody”. This only became possible because of their hard work, grit and determination and their commitment to deliver their best. These characteristics resonate with the values of ‘Bail Kolhu’ – the brand that started with a humble beginning but today, has made a distinguished name for itself, says the company.
The television commercial created by Leads Brands Connect is now airing on national television; there are plans to roll out a 360-degree communication through print and digital media in the coming months. BL Agro has also rolled out a social media campaign on Facebook, Instagram, Twitter and LinkedIn.
BL Agro chairman & managing director Ghanshyam Khandelwal said, “Bail Kolhu is the company’s flagship product. The success of Bail Kolhu is the result of many decades of hard work as well as our commitment to deliver only the purest mustard oil. Just like the real-life stories of our brand ambassadors, the journey of Bail Kolhu started from a very small scale, went through hardships and faced many challenges in its journey. But, with passion and determination, it managed to reach the position where it is today.”
Leads Brand Connect CEO Sanjay Srivastava said, “It’s unlike any other cooking oil TVC you will find in the country. Firstly, it has a multi-starrer male cast which is unseen and unexplored in the category. Secondly, it’s very focused on the brand personality rather than sales promotions. You will hardly see any oil shots or cooking shots in the film. The strategy was to celebrate the iconic image of the brand and thus the entire tonality was created around what the brand has achieved over the years.”
Bail Kolhu has created a niche market in Uttar Pradesh, Uttarakhand, Delhi NCR and parts of Rajasthan, Haryana and Punjab. The company now plans to expand its footprint in Bihar and Jharkhand, where it is currently looking to establish a very strong distribution network.
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.
