Ad Campaigns
Nestlé India unveils “Utha MUNCH, Dikha Crunch” campaign
Mumbai: In a world where criticism and doubt sometimes weigh down creativity and ambition, Nestlé MUNCH has unveiled its “Utha MUNCH, Dikha Crunch” campaign, encouraging individuals to embrace their unique qualities and confidently pursue their passions. Each bite of MUNCH celebrates the “crunch,” symbolizing the inner strength and resilience within each person, reminding them of the delightful rewards that come from staying true to themselves and pursuing their dreams.
Commenting on the campaign, Nestlé India director, confectionery business Rupali Rattan said, “Through this campaign, we want MUNCH to be an ally in crunching all the noise from the doubters and not letting anyone stop you from being your authentic self. We are hopeful that the crunch of MUNCH will emerge as a formidable force, emboldening the teens of today to rise above the noise and triumph against all odds.
VML North managing partner Jaibeer Ahmad further added, “Through relatable narratives and seamless storytelling, set in the young and vibrant Indian towns, we have showcased how Munch’s crunch is a rallying cry for teenagers to embrace their individuality and keep moving forward with an unwavering winning attitude.”
The campaign includes a series of digital films released across North and South India.
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.
