Ad Campaigns
Omara Dates announces new campaign ‘pyaar bhi, khayaal bhi’ featuring Amitabh Bachchan
Mumbai: Healthy snacks brand Omara Dates has onboarded Amitabh Bachchan as a brand ambassador. With this association, Omara Dates, which recently hit stores in India with its range of the finest gourmet Saudi dates, aims to enhance the adoption of this healthy food for daily snacking and gifting.
Their campaign, themed “pyaar bhi, khayaal bhi,” urges people to include care along with their gestures of love.
Speaking of his appointment, Bachchan commented, “Dates have been part of my daily routine and keep me energised throughout the day. Delighted to partner with Omara Dates.”
“Dates have been imported into India for many years and we have become the largest importer in the world with almost 350 thousand metric tonnes landing here from more than 30 countries. However, consumer demand has shifted from the value-priced “dry variety” to the higher-priced “fresh variety.” Consumers are demanding the best quality available. However, there is a vacuum in the market and not many brands can promise to fulfil that. This is where Omara steps in. Our aim is to ensure that every household gets access to this superfood and can enjoy the associated health benefits. With Amitabh Bachchan’s association with Omara, we are confident of creating more awareness for quality dates in the Indian market through him,” said Omara Dates co-founder & director of finance Supreeth MJ (Sandy).
Stressing on the philosophy behind launching the brand, Omara Dates founder & MD Anil Nair mentioned, “We believe that the best things in life are the ones produced by nature and everyone deserves them. With our robust pan-India distribution network through 70 plus distributors, all major retail outlets, airport stores, and all foremost e-commerce platforms including our website, we would be able to make Omara Dates available to everyone who would choose a healthy alternative to their sweet cravings.”
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.
