Ad Campaigns
Godrej Expert Rich Crème unveils a new campaign – ‘Baalon ka Best Friend’
Mumbai: Godrej Expert Rich Crème, a flagship brand of Godrej Consumer Products Ltd (GCPL), maintains a significant presence in the hair colouring domain, providing consumers with a blend of affordability and exceptional quality. The Indian hair colour industry is valued at approximately Rs 5,000 crore. With a legacy rooted in trust and excellence, Godrej Expert Rich Crème elegantly redefines the benchmarks for hair colouring, effortlessly combining style with authentic care.
Godrej Expert Rich Crème has launched its latest TV commercial conceptualised by Lightbox, the in-house creative studio of GCPL.
Sharing his thoughts around the campaign, Godrej Consumer Products Ltd (GCPL) general manager – brand equity – hair colours Prakhar Sharma said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure, they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25-35 age brackets, on which we want to focus on. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème’s position as a brand that cares for their hair, the way their closest friends care for them.
The film shows two best friends, where one of them takes off on the other for making poor hair colour choices. But this same friend also sticks around and helps fix it by colouring her hair herself using Godrej Expert Rich Crème, which makes hair feel moisturised and not dry.
LightBox, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani – commented on the creative aspect of the TVC, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème new campaign reflects this authenticity.”
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.
