Ad Campaigns
Kellogg’s India new video for BLUSH features Sania Mirza
MUMBAI: There is no limit to what a child can achieve as long as there is confidence and determination, along with the love and support of parents willing to be the wind beneath their wings.
Culture Machine’s digital channel Blush, along with Kellogg’s India collaborated with tennis trailblazer, Sania Mirza. An expectant mother herself, Sania, sends out a message on liberating children of expectations and setting them free to be individuals of their own choice.
In an honest and heartfelt narrative, Sania dispenses advice to her soon to-be-born baby. Whether it is rejecting gender norms and stereotypes, shrugging off the pressure that the child might be faced with because of his or her famed parentage, or that of having the conviction to choose their own calling. In this video Sania echoes the notion of many other mothers like her, who believe that a child should be free to choose his/her own path.
For the first time we see Sania not as a tennis player or a cricketer’s wife, but just another mother.
Kellogg’s India director marketing CMO Sumit Mathur says, “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mind-set of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”
Culture Machine vice president for brand solutions Sharique Khan adds, “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”
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.
