Ad Campaigns
Gangster Pankaj Tripathi shows his love for Nilon’s products
MUMBAI: Condiments brand Nilon’s has rolled out a new campaign – Isme Pyaar Mila Hai, highlighting the brand products across television and digital platforms with Pankaj Tripathi as its face. The campaign consists a series of quirky and comical ad films that highlight the superior quality ingredients and attention to the smallest detail that the processed food company employs.
In the films, conceptualised by Ogilvy, Tripathi plays the role of a foodie gangster, obsessed with cooking who uses his culinary skills and loving tactics in various outrageous situations, like giving the police a slip, getting hold of information from a captive rival or ensuring that a guest leaves only after eating a meal. Each film ends with the message ‘Isme Pyaar Mila hai.’ (This contains love).
Nilon’s MD Dipak Sanghvi said, “Whenever you see Pankaj ji’s shows or movies, it never seems like he’s acting, since it comes so naturally to him. Similarly, at Nilon’s, making topmost quality products with passion comes naturally to us. What made us choose Pankaj Ji as our brand proponent was the shared passion for doing things well along with the secret ingredient called love. This also led us to choose our tagline, ‘Isme Pyaar Mila hai’.”
Ogilvy India-West managing partner- creative Anurag Agnihotri said, “Nilon’s was going to create brand communication after a very long time hence what was required most was achieving high recall and memorability. For a category that mostly talks to homemakers, we introduced Pankaj Tripathi, a very unlikely candidate into the mix but as a food-loving gangster who spreads the message of love through his love for cooking. We hope these ads will be memorable.”
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.
