Ad Campaigns
Kellogg’s Special K, world’s leading cereal brand signs on Deepika Padukone as the new face
MUMBAI: Special K from the house of Kellogg’s, the world’s leading producer of ready-to eat cereal and convenience foods, has signed on the diva Deepika Padukone as the new face of Special K.
Special K, the no. 1 brand for Kellogg’s globally has announced its association with the coveted actor in a well-timed fashion with the wedding season just around the corner. Women want to look their best while preparing for a wedding. Based on this insight, Kellogg’s Special K, along with their stunning new brand ambassador, Deepika, is presenting women with a Special K 2 Week Challenge as part of a healthy lifestyle to help them kick-start a weight management journey. The challenge aims to prepare women for a bold, beautiful and contemporary look for weddings through a simple challenge that helps them kick-start into a weight management journey.
Talking about the association with Special K, Deepika Padukone says, “I couldn’t be more thrilled to be associated with Kellogg’s Special K. I personally have always been a firm believer of the importance of a combination of balanced eating with regular exercise for a healthy lifestyle. Special K stands for just that and has for a long time partnered women to kick-start their weight management journey. Through this Special K 2 week challenge, I look forward to partnering with similar women and share our experiences along the journey.”
After delivering a slew of mega hits in 2013, Deepika has carved a niche for herself in the Indian film industry and is known to constantly reinvent herself. Being a state level badminton player, Deepika, has always been a health and fitness enthusiast. For her, breakfast is the most important meal of the day and she ensures that she follows a regular balanced diet and exercise routine every day.
Commenting on this announcement, Harpreet Singh Tibb, Marketing Director, Kellogg India, says, “There was no doubt in our mind about bringing Deepika Padukone on board to represent Special K. Deepika is a sought after celebrity, who not only stands for high fashion but is looked up to for her healthy lifestyle. We are extremely proud to associate with such a talented actor who represents the brand’s values impeccably. We are very confident that our audience will effectively connect with Deepika, as she has always taken it upon herself to maintain healthy habits.”
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.
