Ad Campaigns
Mondelez India and L&K Saatchi and Saatchi crowns Cadbury Choclairs Gold as ‘birthday chocolate’
MUMBAI: Mondelez India Foods recently launched a new occasion based TVC for Cadbury Choclairs Gold. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi.
The new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the nostalgic memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.
Commenting on the campaign, Candy & Beverages Associate marketing director Amit Shah said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”
L &K Saatchi & Saatchi CCO Delna Sethna said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this. Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”
With this campaign, Cadbury Choclairs Gold aims to reinstate its positioning as the preferred candy in the birthday space.
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.
