Ad Campaigns
MyMuse gives Cupid a crash course on Modern Love in its Valentine’s Day campaign
Mumbai: Sexual wellness brand MyMuse has taken on love’s biggest ambassador, Cupid, with its campaign, ‘Modern Love Needs Modern Solutions’.
In this campaign, Cupid represents the age-old societal norms that enforce the fact that there’s only one right way to love. MyMuse understands that love and how people love and express it have changed. So, whether it’s choosing your own path, picking your own traditions (old or new), or choosing to settle down or stay single, MyMuse understands that there is no one-size-fits-all in modern love.
The brand has launched the campaign through four cheeky, 45-second films, in which we see a well-meaning Cupid desperately trying to get people together in the name of love using his age-old tricks. In an unsurprising turn of events, these attempts are rejected by people who prefer to find love and express it in their own way with the help of MyMuse products. This results in Cupid having a complete meltdown and questioning his life’s purpose. Each film ends with the tagline “Modern Love Needs Modern Solutions- Cupid doesn’t get it, MyMuse does.”
Watch the the films here:
MyMuse co-founder Anushka Gupta said “From day 0 as a brand we’ve believed that love is multi-faceted. We get that love is nuanced, and people love in varied ways. And that is exactly what we wanted our campaign to amplify. Cupid to us, is ‘society’ – that one person in everyone’s life who gossips about your last breakup and judges your relationship choices, offering unsolicited, cookie-cutter advice. With these four films, we wanted to go all out and say that whether you choose to be single or celebrate your 25th anniversary on a cruise, opt for those one-night stands or a long-term relationship – You Do You. Either way, we’ve got you.”
Gupta also added “As a category builder brand, we’ve spent the last three years consistently building our community and working on customer education. When we looked at our data and brand engagement across touchpoints, we knew Indians across the board were excited about what we have to say and are ready for our products. More importantly, we’ve seen that people are ready to explore the wonderful world of pleasure, and that when it comes to love, one size doesn’t fit all.”
The four ad films were conceptualised in-house and executed by mothership. Apart from the brand films, MyMuse has launched a #cancelcupid campaign on LinkedIn, leveraging its employees as brand ambassadors.
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.
