Ad Campaigns
Mamaearth Ubtan launches #Shaadiwaalagloweveryday campaign with Shilpa Shetty Kundra
Mumbai: Mamaearth, the fastest-growing FMCG brand from the House of Honasa Consumer, launched its latest campaign, #Shaadiwaalagloweveryday, with celebrated actor and Brand Ambassador Shilpa Shetty Kundra. The TV Commercial highlights the goodness of natural ingredients in the Ubtan Face Wash that gives #ShaadiWalaGlowEveryday, naturally.
Everyone desires glowing skin everyday and mostly relate to the glow they or their friends had during their wedding Haldi ceremony. Mamaearth Ubtan Facewash has been crafted with the goodness of natural ingredients like turmeric and saffron which are key ingredients in the haldi ceremony ubtan as well. Hence, using Ubtan Face Wash can give you the Haldi ceremony glow, without hosting an elaborate haldi ceremony.
Conceptualised by Korra Worldwide, the new TVC showcases the unique proposition of Mamaearth’s Ubtan Face Wash, that gives a glow similar to the one from the Haldi ceremony during weddings. The film captures a delightful banter at a Haldi ceremony, where the bride’s radiant glow after wiping away the haldi catches everyone’s attention. Even the younger sister of the bride is amazed by the bride’s glowing skin and is staring at her in awe. Shilpa notices this and playfully nudges the sister, asking if she also feels like getting married after seeing the bride’s glow. The sister responds by complimenting Shilpa’s flawless skin and expresses her desire to have the same glow every day without getting married. Shilpa then reveals her secret to glowing skin – Mamaearth’s Ubtan Face Wash. The film effectively communicates the unique benefits of the product, making it a must-try for those seeking flawless and radiant skin.
The 35 sec film closes with the ingredient benefits of Mamearth Ubtan facewash in a no-toxin proposition giving the perfect #ShaadiWalaGlowEveryday.
Commenting on the campaign, MamaEarth co-founder and CEO Ghazal Alagh said, “Ubtan has been treasured for generations as the secret to glowing and radiant skin. Typically used in Indian ceremonies, such as the haldi ceremony during weddings, Ubtan has been known to detan and lend a radiant glow. For our customers to experience the Ubtan glow every day, we’ve taken the best of traditional Ubtan ingredients and crafted them into a hassle-free formula in a facewash so that the benefits of Ubtan can be achieved everyday. Our new TV commercial establishes the Ubtan range as synonymous with achieving the ShaadiWalaGlowEveryDay, naturally with Mamaearth Ubtan Facewash. I hope this resonates with our consumers and they choose the goodness of natural ingredients with us.”
Korra founder & director Gaurav Nabh said “Indian wedding preparations are incomplete without the grand Ubtan ceremony, thanks to the radiant glow it brings to the bride and groom’s skin. Our latest work on Mamaearth’s Ubtan Facewash is built on the same insight and answers one simple question – How do you get this shaadi waala glow every day? The campaign features Shilpa Shetty, who’s known for her timeless beauty and glow. We are proud of this work by Korra and are looking forward to continuing the great work together and helping Mamaearth build a deeper connection with the consumers.”
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.
