Ad Campaigns
MOM launches its latest campaign featuring Kiara Powar
Mumbai: Meal of the Moment (MOM), a brand specializing in reimagining familiar foods in convenient formats, announced its latest campaign executed by marketing agency BackBenchers Digital. The brand has collaborated with Kiara Powar, India’s youngest sportscaster and ‘voice of diabetes’, to raise awareness about healthy snacking among teens and young adults.
This collaboration highlights Kiara’s influence among young audiences and diabetics, prompting BackBenchers to enlist her for the campaign. As a type one diabetic diagnosed at two, Kiara understands the role of nutrition in managing her condition. She advocates for mindful lifestyle choices to prevent lifestyle diseases and educates her audience about healthful alternatives.
Speaking about her participation in the campaign, Kiara said: “For many youngsters, mindless snacking on extremely processed foods has almost become a way of life. This paves the way for numerous lifestyle diseases including diabetes. Growing up with diabetes, I have had to be especially careful about what I eat and how it affects my health. The ethos underlying Meal of the Moment (MOM) products resonated perfectly with me, as the brand encourages healthy snacking. I hope this collaboration helps to bring the necessary awareness to India’s youth and encourages them to be more conscious about their nutrition.”
“Kiara’s inclusion in this campaign is symbolic of our brand’s commitment to creating and popularising products for those who are in dire need of mindful, healthful food choices. Her educational and relatable content was perfectly aligned with our own approach, while her growing popularity with youngsters is a step towards helping us to reach out to Generation Next, and make a tangible difference,” said MOM’s head of marketing & e-commerce Siddharth Agarwal.
“When we were ideating this campaign, Kiara Powar was a natural choice. Her content is being well-received by her audience and she stands out to many as a role model, who is forging her career as India’s youngest sportscaster, even as she is emerging as a fierce diabetes educator. Her dynamic presence and mindful approach to content make her the right fit for this brand and our campaign. We are eagerly awaiting the audience’s response to seeing Kiara in this avatar,” said BackBenchers Digital co-founder Aditya Singh.
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.
