Ad Campaigns
Prega News embraces imperfection of a mother in latest campaign
Mumbai: To embrace the imperfection of a mother on this Mother’s Day, Mankind Pharma brand Prega News has launched a new campaign called #SheIsImperfectlyPerfect.
The video campaign advocates that it’s completely fine to be not so perfect. The film breaks the stereotypical image of a mother who always forces herself to be perfect in everything. There is always needless pressure on every mom to be perfect, that puts her in self-doubt of being a good mother. The campaign emphasises the fact that a mother is undoubtedly above all, as she is unique in herself.
The video depicts a working mother who forgot to order baby food for her child and later felt guilty about it. The campaign showcases how a mother is always under needless pressure to be perfect, which puts her in a self-doubt of being good at everything she does. As per the statistics, 81 per cent of mothers feel guilty at some point in their lives, with 21 per cent feeling this way most or all the time. The campaign spread the messages to embrace the imperfection of a mother who is always on her toes to work best for her child.
Commenting on the campaign Mankind Pharma general manager for sales and marketing Joy Chatterjee said, “Over the years Prega News has been instrumental in bringing joy and smiles on the faces of moms-to-be.”
“Through this campaign, we want to spread the message to embrace the imperfection of a mother who is unique in herself and undoubtedly above all. We would want to break the stereotypical image of a mother to be perfect in everything she does, and this Mother’s day, let’s celebrate the imperfection of a mother as #SheIsImperfectlyPerfect,” Chatterjee added.
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.
