Ad Campaigns
Sabhyata’s campaign encourages workplaces to support new mothers
New Delhi: Sabhyata unveiled its latest Diwali campaign, #CelebratingMotherhood. Known for spotlighting the essence of womanhood through their festive campaigns, Sabhyata takes it further this year by focusing on motherhood—highlighting the importance of supporting new mothers and creating empathetic work environments that foster their growth.
The campaign film, starring the talented Mahathi Ramesh (Kho Gaye Hum Kahan, Unpaused) and seasoned actor Gagan Dev Riar (Scam 2003- The Telgi Story) is set against the vibrant backdrop of Diwali. It captures a heartwarming interaction between a manager and Chhavi, a driven employee returning from maternity leave to lead a project. In a candid conversation, the manager enquires about her frequent visits to a storage room, unaware that it is the only private space she can find to pump breast milk for her baby. The film delicately explores the guilt many ambitious mothers feel while balancing their careers with personal responsibilities, underscoring the challenges new mothers face in environments lacking adequate support.
In a touching turn of events, the manager sends Chhavi back to the storage room to retrieve some personal items. When she arrives, she finds the room transformed into a Mother’s Room, complete with a Sabhyata Gift bag and a card wishing her luck on the new project—an act of accountability and celebration, acknowledging the overdue need for such a space.
Through #CelebratingMotherhood, Sabhyata aims to shed light on the challenges new mothers encounter in today’s India, emphasising the role that workplaces and society can play in supporting their well-being. The campaign also subtly celebrates modern Indian women’s love for ethnic wear at the workplace, reflecting the brand’s ethos.
Sabhyata marketing head Chayan Verma shared his thoughts on the campaign: “At Sabhyata, celebrating the strength and beauty of womanhood has always been at the heart of what we do. This campaign addresses a real issue faced by working mothers—privacy and support at the workplace. While maternity leave is important, it’s often not enough to help women transition smoothly back into their careers. The idea for this campaign came from conversations with mothers who struggled to find private spaces to pump breast milk. This affects their ability to fully reintegrate into the workforce despite their commitment. We believe it’s essential for organisations to foster an empathetic environment that supports new mothers, empowering them to succeed. Through this campaign, we hope to spark conversations that drive meaningful change.”
P se Picture director Manish Sharma said “While writing this story I realised that corporate culture often overlooks the full reality of a working woman’s life. But when a workplace truly cares and supports her role as a mother, she thrives—and so does the company. It’s time we reimagine what success looks like for working mothers.”
The campaign adopts a digital-first approach and will be promoted across all of Sabhyata’s social media platforms. Additionally, the video will be screened at Sabhyata stores nationwide to ensure the message reaches customers directly.
This heartfelt campaign reflects Sabhyata’s ongoing commitment to celebrating life’s pivotal moments while advocating for progressive change that uplifts women.
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.
