Ad Campaigns
KitKat launches ‘Love Break’ campaign with over 12 million unique packs
Mumbai: Every relationship is unique and deserves to be expressed in its own unique way- be it ‘Bae,’ ‘BFF’ or ‘Buddy.’ Ahead of Valentine’s Day, Nestlé’s chocolate wafer brand KitKat has come up with a ‘Love Break’ campaign, creating over 12 million unique packs with quirky digital prints.
Conceptualised by creative agency Wunderman Thompson, the campaign seeks to give youth a million different ways to share a break and make them feel special with the brand’s ‘Love Break’ packs. It builds on the insight that if every relationship we cherish is unique then why should the way we express our love not be just as unique.
“KitKat Love Break campaign recognises that the youth today want to be unique in their expressions. Building on this truth, KitKat wanted to personalise the packs to make their breaks special during this season of love,” said Nestlé India head – confectionery business Rupali Rattan. “The millions of unique packs will let youth express themselves in the way they want to and how they define their special relationships.”
“Sometimes in life all it takes is showing our loved ones how special they are to us. KitKat Love Break packs is giving every individual an opportunity to express themselves in their own unique style. I am excited about this never-seen-before category first innovation by KitKat and look forward to sharing this special one in a million break with everyone,” said Bollywood actor and brand ambassador Ayushmann Khurrana, elaborating on the new campaign.
KitKat brand ambassador and actor Sanya Malhotra added, “I believe that love is not only limited to one person, but also about all the people who make us feel valued. KitKat Love Break packs are an amazing way to show our unique love for all the special relationships in our life.”
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.
