Ad Campaigns
Ilem Japan launches #SipsWithILEM campaign with Zeenat Aman
Mumbai: Japanese skincare and wellness brand Ilem Japan has launched a series of digital ad films promoting its premium line of Japanese teas: Matcha Japanese Tea, Sencha Japanese Green Tea, Genmaicha Japanese Brown Rice Green Tea, and Hojicha Japanese Roasted Green Tea. The campaign features actress Zeenat Aman, representing the brand’s commitment to authenticity, taste, and tradition.
Titled #SipsWithILEM, the campaign highlights Ilem Japan’s passion for providing an authentic tea experience. Each film shows Zeenat Aman elegantly enjoying the different tea varieties, reflecting on the best moments in her life, much like Ilem Japan’s teas sourced directly from Japan.
The films emphasise the unique characteristics of each tea, from the rich flavor of Matcha to the delicate notes of Sencha, the nutty aroma of Genmaicha, and the roasted depth of Hojicha. Through Zeenat’s portrayal, the films convey that life is too short for compromises, encouraging viewers to savor every sip. Her presence reinforces the campaign’s focus on authenticity and quality.
Ilem Japan founder & CEO Ishvani Patel said, “We are thrilled to have Zeenat Aman join us for the #SipsWithILEM campaign. Her iconic status and appreciation for authentic experiences align perfectly with our brand’s values. With this campaign, we wanted to bring to life our dedication to offering authentic, premium Japanese teas. We believe that this campaign will inspire tea lovers to embrace the beauty and simplicity of Japanese tea culture.”
Zeenat Aman said, “I’ve always been drawn to things that are real and true, and that’s what I love about Ilem Japan. Their teas are the perfect expression of authenticity. This campaign was a joy to be part of, and I’m thrilled to share these teas with everyone.”
The digital ad films have been released across Ilem Japan’s social media platforms, allowing tea lovers and wellness enthusiasts to experience the richness of Japanese tea culture. The #SipsWithILEM campaign is live on digital platforms, just in time for the festive season, and aims to inspire audiences to explore the delightful world of Japanese teas.
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.
