Ad Campaigns
Huggies challenges Sonam Kapoor Ahuja with the #HuggiesFlipAndDipChallenge in their new campaign
Mumbai: Kimberly Clark’s brand Huggies partners with actress Sonam Kapoor Ahuja for the second phase of the ‘We got you, baby’ campaign marking the relaunch of the Huggies Complete Comfort® range in India. The brand sees this as a strong and organic collaboration given Sonam is a lead celebrity influencer for young women and moms. The film, which has Sonam taking up the brand’s #HuggiesFlipAndDipChallenge will be deployed in five languages on digital platforms and TV.
Conceptualized and executed by Ogilvy India, the film features Sonam Kapoor Ahuja taking the Huggies challenge involving two simple steps to test for softness and absorption which are the most important attributes of a diaper for moms. Seeing for herself how Huggies outperforms the other diapers, she voices her decision to join the Huggies mom club by choosing the Huggies complete comfort range for her baby.
Kimberly Clark India marketing director Saakshi Verma Menon said, “We are delighted to welcome Sonam to the Huggies family. As a new mom, I know Sonam is most concerned about what’s best for her baby and we are glad to be part of this beautiful motherhood journey with her. Sonam took the #HuggiesFlipAndDipChallenge and really saw for herself why Huggies are more comfortable than regular diapers. We really look forward to working with her to spread our message and be a part of the motherhood journey of moms across India”.
She further added, “Huggies is known for using innovative technologies to make high-quality products ensuring the highest standard of baby care. The #HuggiesFlipAndDipChallenge is the next phase in our ‘We got you, baby’ campaign. The idea behind this campaign is to demonstrate the superiority of Huggies in a manner that consumers can see and try themselves.”
“I am super excited to be associated with this iconic brand and use its new range. When I said yes to the ‘Huggies Flip and Dip challenge’ I honestly didn’t know what to expect. I was surprised at how soft and absorbent Huggies is. As a mom, I always want the best for my baby. When it comes to my baby’s diaper, I absolutely cannot compromise on comfort. This challenge made me realize why lakhs of moms choose Huggies for their babies- its comfort and convenience all in one,” said Ahuja on her association with Huggies.
Extensive research and lab tests show that Huggies delivers great absorption and is softer vs other diapers. In addition, consumer studies also reveal that nine out of ten moms feel that Huggies is more comfortable than their regular diapers and 100 per cent of moms feel that Huggies provides complete comfort for their babies. The #HuggiesFlipAndDipChallenge highlights the benefits of this new restaged range and with Sonam in this campaign. The brand successfully establishes its superior softness through the flip test and superior absorption through the dip test in less than a minute.
Commenting on the film, Ogilvy India CCO Sukesh Kumar Nayak said, “The Huggies Flip and Dip Challenge clearly demonstrates to all parents the prowess of Huggies Complete Comfort. And an innovative product like this, needed a credible endorser. Sonam Kapoor Ahuja, as a new mom herself, was the perfect person to take the challenge. The results left her stunned and we are confident just like Sonam, parents will also see the benefits of this new restaged Huggies range and switch over.”
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.
