Ad Campaigns
Nutella partners with Publicis Worldwide to launch its new brand campaign
Mumbai: Ferrero’s Nutella announced the launch of its new campaign “Mornings taste better with Nutella” in India.
The new television campaign highlights the happiness that Nutella brings to the morning as soon as the jar is popped open. Nutella further reinforces its claim as a great breakfast companion for all those who love making their mornings brighter, better, and happier.
The TVC will be featured and distributed across broadcast and online platforms.
The TVC opens with a mother trying to wake her kids up one morning. However, the kids are still sleepy and disinterested in starting their day. Perplexed at their reaction to a lovely morning, the mother comes up with a sure-fire solution to get them up and out of bed. With a single pop of the Nutella jar lid, the kids are instantly out of bed and ready to start the day. The TVC continues with a product showcase on the quality ingredients of rich, selected hazelnuts and premium cocoa that create the incredible, unforgettable taste of Nutella. The TVC closes with the family enjoying breakfast together at the table — it is a “Happy start to the Morning” with Nutella!
Speaking on the campaign, Ferrero India Nutella brands regional marketing manager Zoher Kapuswala said, “Nutella is one of the leading brands in the breakfast category worldwide and has always aimed at creating happy moments and inspiring consumers to celebrate breakfast with their loved ones. Breakfast is always at the centre of what gives a great start to the day, and rotis, parathas, dosas, etc., traditionally find their place on the breakfast plate for millions of Indians. Leveraging this insight, we wanted to communicate the versatility of Nutella, where it’s unique and delectable taste compliments many such Indian breads. Our India TVC campaign aims to bring this aspect alive, and as a brand, we look forward to being the breakfast companion for many more Indians.”
Speaking on the creative front, Publicis Worldwide managing director Oindrila Roy said, “Nutella is an iconic brand, loved by millions across the globe as well as in India. This campaign was conceptualised keeping in mind the brand’s desire to be a part of more breakfast tables around the country, in line with its ambition to increase penetration in more households. In order to find a place for Nutella, we tapped into the breakfast moments of our potential consumers and found innovative ways to integrate it into what’s already present on their breakfast tables – dosas, rotis, and parathas. The campaign also beautifully captures how mornings are made happier with just a little dash of Nutella, inspiring families to create happy memories around their dining table. This integrated campaign has been conceptualised keeping in mind multiple touchpoints – television, digital, social, POS, among others.”
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.
