Ad Campaigns
Paree & Pyaar Tune Kya Kiya team up to bust menstruation taboos
NEW DELHI: Homegrown sanitary pad brand Paree has associated with Zing TV’s No.1 fiction show Pyaar Tune Kya Kiya as their title sponsors. The integration with the series is an attempt to reach out to the youth and encourage open dialogue about periods and the real issues faced by women such as heavy flow, mood swings etc.
Pyaar Tune Kya Kiya is an entertainment show which clearly depicts the problems faced by the youth and how the right understanding and support from their family and peers is important. This association exemplifies the synergy between the two brands and the belief and vision they carry.
The series beautifully captures the true sentiments of the protagonists having a candid conversation on periods, and understanding the physical and mental discomfort of heavy flow, cramps and PMS. Whether it is an interaction between two girl-friends where one advises the other to use Paree Sanitary Pads for her heavy flow; or between a girl and boy where the boy buys Paree Sanitary Pads for the girl and becomes an active part of the period conversation, these episodes depict the progressive outlook and approach towards periods.
ZeeL CGO Ashish Sehgal said, “We are delighted to associate with Paree for this season of Zing's flagship property – Pyaar Tune Kya Kiya – a show which has received immense love from the youth over the last six years and 10 seasons. This association attempts at raising awareness levels on menstrual hygiene issues and reducing inhibitions among the youth, resulting in much-needed conversations on the topic and is a great example of the value that Zee delivers through its unmatched customer-centric solutions."
“Pyaar Tune Kya Kiya is a show that is attuned to the pulse of the young generation. Similarly, we at Paree understand the many avatars of modern Indian woman and bring products that make a positive difference in her life. So, this association is a coming together of two such voices to present a progressive take on menstruation,” said Paree founder CEO Sahil Dharia.
Pyaar Tune Kya Kiya is a 15-episode show, where Paree has been integrated in five episodes that focus on different kinds of love stories. Each episode has an hour long run time, and airs every Saturday 7pm on Zing.
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.
