Ad Campaigns
Mother Dairy Kindles ‘Promises’ in its new Ice Creams campaign
Mumbai: We often land into situations wherein we ask someone to make a promise. We even prod at times, seeking the highest level of commitment for us to be completely assured. ‘Mother Promise’ is accorded as one of the highest levels of commitments amongst promises. Why not make a Mother Promise over a Mother Dairy Ice Cream, which stands for superior taste and quality? Taking this insight to the creative board, Mother Dairy, country’s beloved milk and milk products major, is all set to roll out a new ice creams campaign – #MotherPromise – targeting consumers across varied age groups.
The campaign, conceptualised by Ogilvy India, comprises two TVCs that distinctly curate the thought of making a superlative commitment. The six week-long campaign quirkily passes on the thought of making promises over an ice cream while standing up to the promise of offering best-in-class milk-based ice creams to its consumers.
Talking about the new campaign, Mother Dairy MD Manish Bandlish said, “At Mother Dairy, we take pride in offering 100 per cent milk-based ice creams made with best-in-class ingredients. We have always assured our consumers of a superior taste experience & unmatched quality from all our offerings, and we stand by it. For decades, our consumers have reciprocated this trust with love & conviction. The new campaign is our attempt to live up to our promise and further strengthen the trust in a way that even our consumers can stand by, similar to honouring the highest degree of assurance – a ‘Mother Promise’. Going forward, we will be integrating the campaign thought of ‘Mother Promise’ across various categories of our dairy portfolio.”
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.
