Ad Campaigns
Godrej unveils heartwarming Raksha Bandhan films on L’Affaire and Vikhroli Cucina
Mumbai: From our first frenemies to our oldest friends, siblings hold a very special place in our hearts. A relationship that transcends borders and time but rarely wavers. Godrej Industries Group (GIG), through its owned media platforms Godrej L’Affaire and Godrej Vikhroli Cucina, unveils two digital films celebrating Raksha Bandhan featuring Godrej Jersey. These films honour sibling bonds by blending tradition with modern values, highlighting themes of love, and connection, while subtly challenging gender stereotypes.
Godrej L’Affaire celebrates the spirit of Raksha Bandhan with a heartwarming film that unconventionally intertwines the values and traditions of the festival with #RespectAllBandhans, the third in its series. Historically, the roles of protector, breadwinner, and decision-maker were assigned to men; But times have changed and so why not celebrate our bonds with a new perspective? Raksha Bandhan highlights the sacred bond of protection and love between siblings, and this film takes a unique approach to showcasing a role reversal in the traditional Raksha Bandhan ritual. Godrej L’Affaire subtly challenges gender stereotypes and invites viewers to join them in celebrating the beautiful bond of siblingship.
Godrej Vikhroli Cucina’s digital film, “#SweetBonds,” hits a little closer to home, it is a nostalgic journey into the heart of siblinghood. It humorously rewinds time to capture the playful banter, to bickering over trivialities, and cherished moments that have shaped their bond. The film beautifully portrays how distance cannot dampen the love and connection shared between siblings. As the video unfolds, it culminates in a heartwarming Raksha Bandhan celebration, where a sister surprises her brother with a thoughtful ‘sweet’ gift. This gesture symbolizes the enduring sweetness of their relationship and the power of shared memories to bridge any gap. Godrej Jersey Mysore Pak becomes a metaphor for the sweetness of their bond, reinforcing the idea that love knows no distance.
Talking about the campaign Godrej Industries Group executive director & chief brand officer Tanya Dubash said, “This Raksha Bandhan, our films celebrate the deep and enduring bonds that define sibling relationships while embracing an unconventional perspective. These stories highlight the timeless love between siblings. From food wars to playful ribbing, all shared moments between siblings have now become ‘Sweet Bonds’. Resonating with the idea that distance cannot diminish the sweetness of shared moments the video reminds us to cherish these little moments, for they are gone in a blink of an eye. Our films reflect our commitment to honouring these invaluable connections, ultimately celebrating the strength and love that unite us.”
Commenting on the campaign, Godrej Jersey CEO Bhupendra Suri said,” Sweets play an essential role during festive celebrations in our country. A day of celebration and spending time with your loved ones, it adds up to festive delights. At Godrej Jersey, we have always focused on building trust and forging strong bonds with our consumers. Hence on the auspicious occasion of Raksha Bandhan, we are hopeful that our sweet products – Godrej Jersey Mysore Pak and Godrej Jersey Doodh Peda – will allow our consumers cherish the traditional values of this auspicious occasion,” he further added.
By blending tradition with modern values, the campaign invites viewers to appreciate and honour diverse relationships, ultimately promoting a more inclusive and empathetic world.
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.”
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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.
