Ad Campaigns
Parle Milk Shakti delivers solution to every mother’s concern over child’s milk intake
MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery has launched an engaging campaign featuring three ad films for its biscuit brand – Milk Shakti. The campaign depicts the age-old battle of child versus glass of milk. This plays out every morning at breakfast tables across the country, with the mother playing the role of an enforcer. As each generation gets smarter with their milk avoidance tactics, Parle Milk Shakti coheres that sweet spot between mother, child and milk.
Commenting on the campaign, Parle Products senior category head Mayank Shah said, “This campaign addresses every mother’s greatest worry – how to get her child to drink milk. Interestingly, while milk is part of folklore in every part of the country, there is a milk tale unique to every region, be it Patna or Puducherry. In this campaign we have captured the regional idiom. Which is why the regional campaign precedes the national rollout of the campaign. Fortified with seven vitamins and two minerals, Parle Milk Shakti is every parent’s answer to managing their child’s nutritional requirements in a smarter way.”
Thought Blurb, the creative agency behind the Milk Shakti campaign, has conceptualised these engaging TVCs in Hindi and regional languages to showcase the unique mother-child-milk triangle. The films strike a chord with all of us because they are inspired by familiar scenes from every household – mothers dealing with milk-tantrums, cheeky responses from the child and children in a hurry to grow up. But what truly brings the films alive are the catchy local phrases, and cultural nuances that makes them enjoyable, and creates a strong connection with the region.
Thought Blurb CCO and managing partnerVinod Kunj said, “We didn’t have to look far for inspiration for this campaign, because milk-battles are a struggle we’ve all lived through. Playing around with regional flavours allowed us to create films that resonate in every part of the country. They are catchy, they are fun, they celebrate the mischief of the child and sympathise with the parent’s concerns. At the end of the day, Parle Milk Shakti is a win-win for both parents and children, and that’s exactly what our films establish.”
Keeping the brand message intact, Parle Products has been constantly changing the way it interacts with the consumers, the latest being interacting massively through social media channels. By adapting to changing times and digitalization, Parle has set an example of effective brand-consumer relationship through various campaigns.
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.
