Ad Campaigns
Rajnigandha Pearls celebrates the spirit of motherhood
MUMBAI: This mothers’ day Rajnigandha Pearls has launched a digital campaign to pay homage to the tending and affectionate mother in all women.
The campaign epitomises the inherent love women have for all children whether their own or not. The campaign has a short film that reflects an idea that every woman has an innate sense of being a mother, full of selfless love, which is all giving and she deserves respect, love and recognition for the same.
This video carries the legacy of its immensely successful #MaaKehtiHai campaign, to revere those women who may not have children of their own, but they are equally affectionate and caring. The campaign highlights the brand’s theme, “achchai”, which comes in the purest form of the bond that a mother shares with a child.
The film opens in an apartment in a high-end society, where Neha is shown playing hide and seek with a 5-year-old boy Rohnit, like any mother would. As the film progresses, one realises that the child is the neighbo ur’s son with whom she shares a very special bond and he too reciprocates the affection. However, at the end of the day the child needs to go back home to his mother and that, leaves Neha very unsettled and anxious about her childless life. The video goes on to showcase few such incidences that leave Neha disenchanted.
Further, while returning from school, Rohnit wants to go straight to Neha’s house. However, his mom is adamant that he should first go home and change. Neha watches this and feels forlorn and dejected, seeing which her husband suggests that they adopt a child. Meanwhile, the doorbell rings and Rohnit excitedly runs into the house with a ‘Happy Mother’s Day’ card. Though elated, Neha is a little apprehensive too and says, “Yeh kya hai? Tumhaari mummy kya kahengi.” Rohnit’s mom then walks in with a cake and says, “Happy Mother’s Day… yehi toh kahengi.” The video ends with the line, ‘Ek maa hi jaanti hai maa ke dil ki baat’.
DSL associate VP of marketing Rajeev Jain says, “The philosophy of our brand is ‘Achchai’, the inner goodness. With this film, we want to celebrate the pureness of motherly love, an intrinsic trait in women, who are capable of boundless affection and care. This pure form of love, goodness or achchai is above the fact of whether, the child is her own or not. It is our own way to show our admiration for motherhood and it’s all encompassing love.”
Rajnigandha Pearls has been running #MaaKehtiHai campaign for the last three years. The last campaign received tremendous response with over 5.8 million views on brand platforms across YouTube, Facebook and Twitter. Besides, the content also organically propagated in other channels giving an additional view of more than two million.
The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise.
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.
