Ad Campaigns
Here’s how a family bonds over Mother Dairy ice creams
NEW DELHI: With summer around the corner, Mother Dairy has rolled out a new ice creams campaign #KhushiyonKiParampara that targets consumers across varied age groups.
Comprising three ad films, the campaign curates the thought of togetherness and family bonding while indulging in favoured flavours of ice creams.
The idea of the new campaign revolves around the fact that often people in a family, despite living together, are disconnected from each other as they are busy in their own lives. It is centred around a modern family that realises that there are very few instances when they get to spend time together.
The new TVC films are tied to the umbrella proposition of Rishton Ka Swaad Badhaye and aptly depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual. The ads have been directed by filmmaker Shoojit Sircar, while the lead roles have been played by Swanand Kirkire as the father and Lubna Salim as the mother. Together they have conveyed the thought of bonding over ice cream in a persuasive storyline.
The six week-long campaign will also be showcased across print, digital and outdoor mediums.
Mother Dairy business head – dairy products Sanjay Sharma said, “Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. As a brand we see an opportunity to not only capture the mind share of our consumers but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavours to choose from. The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups and yet come together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye.”
Ogilvy India (north) chief creative officer Ritu Sharda remarked, “In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."
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.
