Ad Campaigns
Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk
Mumbai: Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape.
The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.
“The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story – perfectly created this world.”
The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.
“As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs,” stated Mondelez India vice president – marketing Anil Viswanathan. “This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”
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.
