Ad Campaigns
Nutralite launches digital campaign for mayonnaise range
MUMBAI: Nutralite’s latest campaign is an interactive YouTube video by India’s favourite master chef Sanjeev Kapoor inviting users to choose their ingredients and guide him on making the recipe. The video will have multiple ingredient options and different users could choose their own favourite ingredients and make a different version of their recipe in this interactive recipe video.
The campaign is conceptualised and executed by Tonic Worldwide.
Tonic Worldwide CEO and co-founder Chetan Asher said, “The spreads category is extremely challenging with brands that have deeper pockets and are well established. The need of the hour in this campaign was to ensure not just awareness of the new range but also encourage usage by showcasing recipes which are actually chosen and made by them.”
Zydus Wellness Ltd Marketing Head Sachin Dingankar, “Many mothers love to cook, but doing that along with one of the best chefs in the country is surely a valuable experience. Using YouTube as the prime medium, the very idea of moving forward with a recipe according to the user’s preferences is unique. Along with this, the campaign has also provided a real-time picture of Nutralite Mayo’s functionality, which further drives through the impact of this campaign.”
Sanjeev Kapoor gives the audience different choices for ingredients and the Nutralite Mayo variant that they would like him to use in the recipe seeds the product usage.
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.
