Ad Campaigns
ITC Fiama launches Happy Naturals
Mumbai: Feeling fresh is a state of mind and consumers today, are increasingly seeking this through different experiences including a sensorial skin feel. ITC Fiama leverages its strengths in mining consumer insights to launch yet another unique innovation with Fiama Happy Naturals, a new portfolio of Shower Gels and Perfume Mists. Fiama Happy Naturals introduces the concept of ‘fragrance layering’ in personal wash through its in-shower and post shower routine of Shower Gels and Perfume Mists. Consumers are looking at ways to sustain the fragrances they love throughout the day and not lose out on it immediately after a shower. Providing this insight, Fiama Happy Naturals invites consumers to experience fragrance layering for a daylong fresh feel.
With Fiama Happy Naturals, the brand also takes a step forward towards clean beauty with a nature inspired assortment of shower and post shower products. The new range of perfume mists and shower gels crafted with the goodness of natural ingredients, not only evokes a fresh feel which continues to be layered in with the post-bath perfume mists but also enhances appeal for the conscious consumer.
The Happy Naturals range of Perfume Mists and Shower Gels are safe on sensitive skin, dermatologist tested, and made in recycled packaging. The Happy Naturals shower gels, made with 97 per cent Natural Origin content, allow for a deep soak while the perfume mists are a perfect companion to ensure a twenty-four-hour sensorial experience. Be it a spritz of bergamot before one leaves the house or a dash of lavender to refresh before a meeting, the brand has formulated these products with exotic ingredients.
Adding zest to the happy concoction is Sara Ali Khan in a refreshing new film for Fiama’s Happy Naturals. Conceptualised by Ogilvy, India, Sara brings in her natural vibes embracing her love for nature and highlighting the natural origin of the ingredients as she revels in Nature ki Happy, Happy Feeling.
ITC Ltd. personal care products business division chief executive Sameer Satpathy said, “Skin often modulates emotions and Fiama leverages this insight to introduce Happy Naturals for Happy Skin. The range, crafted with natural origin content is a step forward to include clean beauty and provide consumers a conscious choice. Fiama Happy Naturals builds on the consumer need of feeling fresh for a longer period of time and leverages innovation to introduce layering of fragrances in shower and beyond to extend the fresh-from-the-shower scent and feel.”
Commenting on the launch, Khan said, “I have had a fun-filled journey working with Fiama over the last four years, and shooting for this TVC was yet another memorable experience. Fragrances have the ability to alter our emotions and mood more than any other sensory experience. The Happy Naturals range is my go-to daily self-care ritual, which truly evokes the little surprises that nature has to offer.”
Fiama Happy Naturals Shower gels are crafted with 97 per cent Natural Origin content. The new shower gels comprise of two variants – Plum Blossom & Ylang and Bergamot & Yuzu crafted with skin- friendly pH and skin consitioners. The bottles are made with 50 per cent recycled plastic.
The new range of Fiama Happy Naturals Mists are a concoction of 85 per cent Natural Origin ingredients and unique fragrances which are fresh. Safe on sensitive skin, and perfect for a day out or a quick spritz post a sweaty workout, Fiama’s Happy Naturals Mists are available in three exciting variants- Plum Blossom & Ylang, Lavender & Tangerine and Bergamot & Yuzu.
Fiama Happy Naturals Perfume Mists are priced at Rs 370 and Shower Gels are priced at INR 259, available across leading retail stores and e-commerce platforms.
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.
