Ad Campaigns
Nilon’s launches #AchaarWithVichaar as latest campaign
NEW DELHI: Nilon’s India, one of India’s oldest food companies, has launched its latest new media campaign #AchaarWithVichaar, featuring some of the top content creators of India and its most beloved fans.
Masala is the pulse of India – we love it in our food, moods and conversations. Playing on this, Nilon’s #AchaarWithVichaar aims to build consideration for pickles in the minds of the new-age consumer. Tangy taste coupled with the many health benefits of the pickle such as boosting immunity, improving digestion, strengthening gut and many more, Nilon’s believes this is the perfect time for the brand to bring back the much-needed masala and magic in the lives of Indian youth, while boosting sales for its recently launched Rajasthani-flavourited pickles through Amazon.
Nilon’s director & CEO Rajheev Aggarwal shares, “We are very excited for this campaign. Nilon’s products are something that the youth of this country has grown up with and when they today see us talking to them in their language, lingo and laughter, we are certain that these millennials will make Nilon’s Achaar their companion once again. There’s so much that the humble pickle that our dadis have made us love has to offer- right from health to taste.”
The two-month long campaign begins with many exciting activities that they believe would appeal to the youngsters, like a crowd-sourced Achaari rap anthem, Nilon’s chant for the longest Achaar that finally lead up to the Instagram-LIVE show. Partnering with some of the biggest content creators of the country from the spheres of lifestyle, health and food, a promise of achaari conversations, atrangi creations and lots of laughter is what the brand is looking forward to as the campaign kicks off.
“Some of the quirkiest minds of the country have come together to give Nilon’s Achaar the new-age spin it deserves. For us at M&C Saatchi February, the most exciting aspect is the involvement of not just the best of content creators, but also the creators who live amongst us- the fans of Nilon’s! We hope #AchaarWithVichaar resonates with our target audience and creates a stir to remember,” said M&C Saatchi February founder & MD Gopal Krishnan on his expectations from the campaign.
Nilon’s has already launched the #AchaarWithVichaar Rap Anthem, the brand’s first crowdsourced anthem featuring content creators and users. The rap has reached the screens of over 13 million Indians, with more on its way.
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.
