Ad Campaigns
Nycil launches ‘no tension’ campaign during summer
MUMBAI: Nycil, one of the most trusted powder brands and leader in the prickly heat & cooling powders (PHC) category in India from the Kraft Heinz Company is back with a refreshing campaign this year establishing its new proposition. Focusing on 5 summer problems of the skin such as sweat, body odor, rashes, itching and prickly heat, the brand advocates enjoying summers without any tension, with the protection of Nycil. With a heritage of more than 50 years, Nycil is popularly known for its anti-bacterial properties and its efficacy in curing and preventing prickly heat problems.
Creatively conceptualized and executed by McCann, the campaign advocates the use of Nycil to fight against common skin problems caused during summer. The film starts with a young boy reluctant to play out in the sun fearing it would cause skin problems like sweat, stickiness, odour, rashes and prickly heat. Just then his friend’s mother intervenes to explain to the kids how the right powder can prevent skin problems during summer.
Commenting on the new campaign, Kraft Heinz India CMO Vikramjeet Singh said, “Nycil enjoys the position of a market leader across the country and it is the most preferred powder in the PHC (prickly heat & cooling) category. Through this new campaign, we aim to educate the consumers on using Nycil for the 5 common summer skin problems; which no other PHP can effectively claim to cure. This was a natural progression since the brand is clinically proven to fight the bacteria that cause skin problems led by summer”.
Speaking from a creative perspective, McCann national planning head Suraja Kishore said, “Nycil is a heritage brand with very strong associations on prickly heat. The challenge was to reinforce Nycil as the expert solution for summers. We are happy to bring to life the proposition in an engaging set up of kids’ banter.”
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.
