Ad Campaigns
P Mark TVC features Boman Irani
MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.
In the latest TVC, the brand redefines the food aroma while cooking. It shows how a traditional music protagonist played by Boman Irani gets carried away by the aroma of food cooked in P Mark mustard oil. Cooking in P Mark mustard oil tantalizes the all the organs especially the nose and the taste buds and also assures good health
Targeted towards the people who love eating and are conscious about the cooking oil, P Mark mustard oil is a perfect solution as a cooking oil in the healthiest manner.
Puri Oil Mills MD Vivek Puri MD said,“P Mark Mustard Oil comes with a heritage and a goodwill especially across North India. The generation today is very conscious of what they eat. Not only cooking, Mustard oil is also one of the most effective oil if used as a medicine as proved by Ayurvedic experts. This TVC is very special for us as Kayoze Irani, Boman’s son, has directed Boman.”
Boman Irani said, “It is a brand which has a legacy of last three generations. I have grown up listening to my grandmother say that love that comes straight from heart makes food tastier.”
The ad campaign is conceptualised and directed by Kayoze Irani and production house is White Script. The campaign will roll out across cities in a combination of print and TV commercials, outdoor innovation for mall advertising and will also exhibit the use of new media and interactive sampling.
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.
