Ad Campaigns
Panasonic returns with #WelcomeToParenthood campaign
Mumbai: Panasonic Life Solutions India has announced #WelcomeToParenthood campaign that celebrates the journey of young parents in India. This is the third edition of the brand’s flagship #WelcomeToAdulthood campaign. Building on the success of previous editions, the campaign is designed to resonate with the evolving life stages of the country’s young population. From first-time appliance buyers in the inaugural edition to the new-relationship journey explorers in the second, each edition has mirrored real-life progressions. The latest campaign curated in collaboration with The Scribbled Stories, poignantly portrays the relatable nostalgia, emotions, joys and challenges of young parents through captivating storytelling.
Sharing her insights on the campaign, Panasonic Life Solutions India Head Corporate Communications and CSR Pooja Garg said, “India today is in the midst of a ‘youth bulge’, with its young population navigating through various life changes. Similar to stepping into adulthood, parenthood is an exciting phase, whether one is pet parent or a human parent. As we proudly launch the third edition of our #WelcomeToAdulthood campaign series, we’re thrilled to embark on a journey that celebrates the joys, addresses the challenges, and simplifies the lives of young parents in India. #WelcomeToParenthood is not just a campaign, it’s a promise to stand by these young adults in every step of their journey, making parenthood a little easier, one appliance at a time. This campaign was based on insights from a study we conducted on everyday life concerns of young Indian parents. We are excited to continue our partnership with The Scribbled Stories, as we look to match unique storytelling with our target audience. Fittingly, the 84% of their audience is aged between 18-34 years and almost 50% between 25-34 years.”
Panasonic India Instagram handle and The Scribbled Stories Instagram handle.
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.
