Ad Campaigns
Godrej Ezee releases a heartwarming TV campaign
Mumbai: Introduced in 1983 by Godrej Consumer Products Ltd (GCPL), Godrej Ezee is India’s first specialized liquid detergent tailored for winter wear and woollens. According to Kantar, the adoption of liquid detergents in India surged from 15.9% in July 2021 to 19.8% in July 2022. As consumers swiftly transition from detergent bars and powders to premiumised solutions like liquid, Ezee has gained traction as one of the top-selling liquid detergents in India and is the category leader in north and east regions. The brand has consistently maintained its relevance by providing quality-conscious consumers with specialized care for their woollens.
As winter season sets in, Godrej Ezee has released a heartwarming TV campaign conceptualized by Lightbox, the in-house creative studio of GCPL. Winters are a time of togetherness and care. And it’s also a time when people collectively become more generous – with our love and hearts. The new TVC artfully conveys a heartfelt warmth and a profound sense of togetherness, celebrating the spirit of care.
Commenting on the campaign, Godrej Consumer Products Ltd (GCPL) category head – homecare Shekhar Saurabh said, “Woolens don’t just provide physical warmth; they envelop us in a comforting embrace, shielding us from the winter’s chill with their gentle softness. To ensure these garments endure, consumers seek that extra care without compromising their delicate woollen fibers. With our latest campaign, we aim to reiterate Ezee’s position as a specialised liquid detergent brand dedicated to preserving delicate woollen fabrics and preventing pilling in woollen garments.”
In a picturesque snowy setting, the TVC shows a young boy, clad in a cozy woollen sweater, stumbles upon a trembling puppy. Acting swiftly, he shelters the pup within his garment and heads home. His mother, intrigued by the unexpected bundle, is met with her son’s hopeful gaze, expressing a wish to adopt the shivering companion. Regrettably, the mother gently imparts their inability to do so, leaving the boy visibly crestfallen. The narrative takes a poignant turn as the mother tenderly washes the very sweater her child wore while bringing the puppy home. In that moment, she recognizes the solace it offered both her son and the puppy, resonating with the care and warmth that Ezee imparts to woollens. The commercial culminates with a poignant message, emphasizing the significance of preserving such cherished care and warmth in woollens with Godrej Ezee.
Speaking on the films’ creative thought, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani said, “Godrej Ezee has always been known for its gentle cleaning and care of woollen garments. In this new campaign, we use a sweater as a symbol of warmth and care, routing it through the innocence of a boy and goodness that he has to offer. The sweater isn’t just a garment – it weaves in itself the most potent of all emotions – love. And through, we highlight how a woollen garment – that’s delicate yet holds so much love is given that extra dose of care with Ezee.”
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.
