Ad Campaigns
Hashtag Orange unveils brand film for Loyka almond brittle gold
Mumbai: Hashtag Orange, an integrated marketing agency has partnered with Loyka, a gourmet chocolate and nut-based delicacy brand, to craft their first-ever brand film. In addition to creating the film, Hashtag Orange will also helm its promotion, ensuring a comprehensive media push across multiple channels to maximise reach and engagement. The agency won this project following a competitive multi-agency pitch.
The launch brand film aims to enhance the gourmet delicacy brand’s presence in the competitive food and beverage sector.
Owned by August Assortments, Loyka has made a name for itself with its decadent nut-based chocolate treats. Over the past six years, the gourmet confectioner has seen remarkable growth fueled by their desire to bring these delightful creations to a wider audience, swiftly winning the hearts of consumers all around.
Rooted in the joy of indulgence, the ad-film, conceptualised by Hashtag Orange, illustrates how Loyka’s signature product, the Almond Brittle Gold brings people together, adding a generous dollop of happy taste to all kinds of occasions. Timed perfectly for the festive season, Hashtag Orange’s creative vision establishes the Almond Brittle Gold as not just an indulgent treat, but also a symbol that reflects celebration, connection and the charm of shared moments.
Speaking about the experience, Hashtag Orange founder Mukesh Vij said, “We’re excited to embark on this journey with Loyka, bringing their passion for gourmet delicacies to the forefront. This film beautifully captures the magic of indulgence. We’re confident that this collaboration will set a new standard in the category.”
Hashtag Orange regional and creative head Gaurang Menon added, “The joy of launching a brand’s first-ever film is unparalleled. Having been in the market for six years, Loyka
is a well-established brand that people really love for high-quality products. We really enjoyed pitching to them and conceptualising this film that brings out the sheer indulgence aspect of Loyka Almond Brittle Gold. It’s something that people of all ages enjoy no matter what the occasion is – and this is the insight that the film is based on.”
Aanchal Loya, Founder & Director of Loyka said, “It’s been wonderful creating Loyka’s first brand film, and through it capturing the exceptional taste and consumption experience of our best seller – Loyka Almond Brittle Gold. We look forward to taking the Loyka brand further and to newer audiences and markets through this film and our growing retail presence. It was a pleasure working with Hashtag Orange. We hope the audience loves the film and millions more discover and enjoy Loyka – Life’s Happy Taste.”
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.
