Ad Campaigns
MamyPoko Pants launches #HappyBumHappyMamy campaign with a catchy jingle
Mumbai: MamyPoko Pants has launched the #HappyBumHappyMamy campaign, creating an asset for the brand with the Happy Mamy song. The song highlights the happiness and chirpy enthusiasm of the babies and their mothers. It very well resonates with the ethos of the brand and promotes the cheerfulness of both the baby and the mom.
The entire campaign was conceptualised and executed by Grapes, an integrated communication agency, which played an instrumental role in aligning the song as the personification of MamyPoko Pants. For ensuring better reception of the song amongst the audience, influencer activity was initiated as part of the campaign which was rolled out across social media platforms. For further amplification, a UGC contest is aligned to ensure organic engagement with the audience.
The video beautifully captures the importance of sound sleep for a chirpy and joyful baby throughout the day. Bed-wetting can disrupt the peaceful sleep of the child and be a source of annoyance and cranky behaviour in them. Providing a helping hand to the child-rearing task of the mothers, MamyPoko Pants establishes the importance of diapers in ensuring leakage-free nights for the kids.
A good night’s sleep not just contributes to the cheerfulness of the child but is also a means of the mother’s contentment. While rendering a comfortable day for the baby, the brand underscores the importance of hygiene as well through the song.
Grapes co-founder and CEO Shradha Agarwal, said, “The thought behind the campaign was to make the mommy and the baby dance to the tunes of “Happy Mamy Song”. To achieve the same we made a conscious decision to create the song as a nursery rhyme, making it a perfect concoction for grooving. The playful music effortlessly strikes a chord with the babies as well as with moms that doesn’t need any explanation and can be easily understood by the audience.”
Elaborating on the song, MamyPoko senior brand manager Toshiyuki Nakamura said, “The song depicts the entire essence of the brand. We understand the endless effort mothers make to keep their children healthy and happy. In the hectic schedule of taking care of the baby, we want to reduce the hassles of the mothers in every way possible. And the Happy Mamy Song beautifully brings out the brand messaging with much effectiveness.”
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.
