Ad Campaigns
Marico onboards actor Priya Mani for its latest TVC
Mumbai: FMCG company Marico Ltd has been innovating in the healthy foods and immunity-boosting category over the past year. The brand has now collaborated with the actor Priya Mani for its new TVC campaign for Saffola Honey.
The campaign aims to raise awareness about the need for consumers to demand proof of the claims of quality and purity of the products they consume.
Talking about the association, Priya Mani said, “Saffola has always been a trusted partner for India’s quest towards a healthy lifestyle. With Saffola Honey, Marico Ltd has taken the superior quality they are known for a step further, by creating a product that does not compromise on anything and is accredited with the famed NMR certification. I am honoured to be associated with Saffola Honey and am excited to bring lasting change into people’s lives with this campaign.”
The TVC showcases the actor as a sceptic who asks for proof of the authenticity of the claims made by various characters. ‘Kahan Likha Hain,’ she demands to know every single time. In the final scene, the lady asks for proof of the claim made by the salesman in a supermarket about the purity of Saffola Honey. In response, the salesman asks the lady to refer to the product packaging which mentions that the product passes all government standards and is NMR tested for sugar adulteration, thereby assuring the lady of the product’s quality and purity, which finally impresses her.
“While honey is a popular natural sweetener and is consumed by many in India, the adulteration in honey through added sugar is a widespread problem,” said Marico Ltd India sales COO & new business CEO Sanjay Mishra. “Saffola Honey is tested through one of the most advanced Nuclear Magnetic Resonance testing technique in specialised laboratories of Germany to ensure Saffola honey is free from any added or exogenous sugar. We are also delighted to collaborate with Priya Mani for our TVC, which aims to generate a conversation around the need for Indian consumers to demand the certification of purity and quality of the products they consume.”
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.
