Ad Campaigns
Philips, Carat India evoke emotions with ‘World Breastfeeding Day’ initiative
MUMBAI: Philips Avent, one of India’s most loved ‘mother & child’ care brands collaborated with Carat India, the flagship media agency from the house of Dentsu Aegis Network, to pay tribute to the heart-warming journey of motherhood with a narrative that captures every emotion felt by mothers.
Featuring prominent Spill Poetry artist Priya Malik, the campaign shares an untainted version of motherhood. Peeping into the refreshing reality of being a mother, Malik beautifully sheds light on how her own mother managed everything from cooking to nurturing her, all without any help and support. She touches on raw aspects of motherhood such as so many outfits that are rendered ruined with excess milk from breasts and the usual hesitation fathers show in contributing towards changing diapers and waking up in the middle of the night.
While motherhood is definitely a joy that can’t be explained, it is also an exhausting journey that demands sacrifices and adjustments that a mother alone can’t do. New mothers often suffer post-partum symptoms, discomfort of breast-feeding, guilt of not giving them enough care and attention, and a range of emotions that would be hard to comprehend. This phase of a mothers’ life is completely joyous only with the support and understanding of their loved ones.
Philips Avent takes a fresh and bold attempt towards creating awareness around the love and support mothers need in their motherhood journey, especially during the breastfeeding days. The brand urges viewers to direct breastfeeding mothers towards products and facilities that proffer them with the support, convenience and understanding they deserve.
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.
