Ad Campaigns
Mom tackles new species in Terribly Tiny short: Jai Mata Di
MUMBAI: YouTube’s ‘Best Girlfriend’-fame writer-director Navjot Gulati has made ‘Jai Mata Di, a special short, on Mother’s Day starring real-life mother-daughter Supriya-Shriya Pilgaonkar which went live on Saturday morning.
Terribly Tiny Talkies, a storytelling collective, brings together distinctive and talented filmmakers from India to craft thematic short films under ten minutes.
This humour filled short drama is about a couple, Suraj and Ananya, who are shifting from Bangalore to Mumbai and want to live-in together to kick off a new phase in their relationship. They go house-hunting but can’t just find a house that Ananya likes until they see an apartment which has her heart set on but there is a hitch, the housing society does not allow unmarried couples. Their broker Datta Verma comes to their rescue, he suggests that they pose as brother-sister and call Ananya’s mother’s to come for the society meeting assuring them that they are indeed siblings.
Terribly Tiny Talkies’ co-founder & CCO Chintan Ruparel, and chief writer & creative producer Sharanya Rajgopal say, “Mumbai is a funny city. But, when it comes to two people living under the same roof without a marriage certificate, it’s not religion, caste, or even the parents that’s the biggest hurdle. It’s a species that dictates the law of the land without really owning it — the society secretary. But, as they say, there’s nothing that mom can’t solve.”
Gulati says, “Every Mother’s Day, we see some heart-wrenching story being told and people sharing the content with a heavy heart. This day, however, they will share the content with a smile.”
Shriya Pilgaokar, who made her debut opposite Shahrukh Khan in Fan last year, says, “This is extremely special to me because mom and I worked together for the first time.”
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.
