Ad Campaigns
Good Day brings out the nuances of a mother’s smile
MUMBAI: Mothers love, chastise, worry, tease and protect. At the end of it all, mothers understand and that is when they smile – a different smile for each emotion. Britannia Good Day pays tribute to the many smiles of a mother in its latest film for Mother’s Day called #MotherOfAllSmiles.
Mothers have been celebrated in Indian media from time immemorial. For example, Indian cinema of the 20th century defined and popularised the notion of faultless motherhood and duty-bound children. By and large, mothers and children had simple relationships defined by their love and duty to each other. Today’s millennial generation enjoys a more nuanced view of the world. They have more opportunities to explore professionally and in personal relationships, more confidence about taking risks, less hurry to settle and lesser interest in settling for less.
The millennial mother therefore has more situations to find a sync with her child. She must deal with the varied experiences and explorations of her child and yet keep her equanimity. She is not docile. She knows her influence and must exercise it without stepping on her child’s liberties. She must keep her emotions in check but not quite lose control of a situation. Above all, she has to be understanding so that her child can grow up to become a free-thinking, well-rounded individual. The timeless quality of motherhood is love and the millennial mother shows her love for her child with the understanding smile.
The film was intended for a social media campaign to celebrate International Mother’s Day on 13 May.
Britannia Industries VP of marketing Ali Harris Shere says, “A mother’s love is most special, and those heart-warming, all-knowing smiles of a mother are truly every child’s anchor and safe place. We have all grown up encountering those moments, and no matter where we are–we carry her smiles close to our heart. So what better way to celebrate International Mother’s Day than by creating a film which celebrates the #MotherOfAllSmiles!”
“We always think of a smile as one expression. Little do we realise that a smile has as many moods and emotions as the person wearing it. On Mother’s Day, we celebrate the many smiles that Mom bestows on us, that go on to make the world a happier place for us. The brand that is all about smiles, celebrates the woman who adds so much beauty and meaning to it, making us want to keep her smiling more. For every emotion expressed in the film, there’s as much left unsaid in the beautiful bond between the mother and the son. We all know a smile goes a long way. This film ensures it finds a place in our hearts.”, adds JWT Bangalore and Chennai ECD and creative head Priya Shivakumar.
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.
