Ad Campaigns
Kapoor sisters share screen space for Malabar’s Allure campaign
MUMBAI: It’s a casting coup of sorts. Home-grown jewellery brand Malabar Gold & Diamonds has brought together on screen for the first time ever, sisters Kareena Kapoor Khan and Karishma Kapoor.
They will share screen time in Malabar’s latest multi-media campaign created by Havas India for its enchanting fancy shaped-diamond collection – the ‘Allure’ range.
The television commercial starring the Bollywood divas would be supported through innovations in social media and other digital platforms by Havas Media Group who is also handling the integrated media duties of Malabar Group. The commercial has been directed by Vivek Kakkad of Curious Films.
“Intricately carved and passionately designed, the Allure collection is an ideal possession for the quintessential diamond connoisseur. We are targeting evolved customer profiles, typically ladies across age groups, who know their diamond and appreciate finer subtleties in design,” said MP Ahammed, Chairman, Malabar Group of Companies in a statement.
Nima Namchu, Chief Creative Officer, Havas India said – “When you have a great product, the campaign often writes itself. As it did in the case of this irresistible collection. In the crowded space of jewellery advertising, we expect this one to stand out. Both for an insight that will resonate with every diamond lover and the charming performances of the sisters.”
Arindam Sengupta, President – West & South, Havas India added – “Kareena has been a Malabar Gold and Diamonds’ ambassador for a while. But the irresistible allure of this fancy shaped diamond collection drew in Karishma too.”
The Allure collection of fancy cut diamonds is the latest offering from its exclusive diamond brand MINE.”
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.
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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.
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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.
