Ad Campaigns
NatureFresh salutes the spirit of the homemaker in latest campaign
MUMBAI: NatureFresh, the home-grown brand of Cargill’s food business in India, has launched its new digital campaign ‘#AsliKhiladi’ with Delhi Daredevils, highlighting the importance of the homemaker in the life of a family.
The campaign emphasises the homemaker’s active life and her ability to meet every need of the family, in a quirky manner. With about 2.5 million views and counting, this campaign is currently the second most buzzing campaign in the SportsWatch IPL 2018 Brand Effectiveness Study.
Based on the premise that ‘Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’, the story opens with running commentary by three Delhi Daredevil players who observe a homemaker, doing her everyday chores, actively and with a great deal of energy. In the end, the three players conclude by saying that while they do play on the cricket field, the real player in everyone’s lives is the woman or the homemaker. With clever dialogues, the narrative draws parallels between the life of a homemaker and that of a cricketer during a match. It highlights that both require one to be active and energetic, whether at home or on the field.
Cargill Foods managing director Deoki Muchhal says, “As a consumer brand, engagement with consumers is always our key focus. NatureFresh represents active living and by highlighting our association with Delhi Daredevils, through the #AsliKhiladi campaign, we are looking at organically extending the brand’s ethos. I believe that this campaign will help us accentuate brand equity for NatureFresh as we continue to build a stronger consumer footprint, across the country.”
Quasar Media national head Saugata Bagchi, who supervised the creatives of the campaign adds, “This NatureFresh campaign for IPL came as a welcome challenge to us as not many clients take a digital-first approach for an IPL association. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness for NatureFresh. With #AsliKhiladi we captured the imagination of our audience while engaging DD fans and letting them know, where all Nature Fresh adds value to their lives. The success of the campaign is evident in the surge of relevant conversations which made it a trending IPL campaign in no 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.
