Ad Campaigns
Sebamed takes on tall claims of shampoo brands in new ad
Mumbai: German personal care brand Sebamed has unveiled its latest campaign- a satirical, tongue-in-cheek take on the tall claims peddled by hair care brands under the garb of the “Conditions Apply” disclaimer.
The commercial urges consumers to switch to its ‘scientifically superior’ shampoo that comes with “No Conditions Apply”, unlike the claims made by its rival shampoo brands.
Conceptualised by The Womb, the ad has been shot in a courtroom, where the personification of the commonly misused ‘Conditions Apply’ (personified by the actor, Liliput) is on trial. The judge portrayed by actor Ratna Pathak questions ‘Conditions Apply’, and the accused pleads not guilty to all the charges and puts the onus squarely on the hair care brands for hiding the truth from consumers under its facade.
“This campaign has the perfect recipe of How Not To Make A Shampoo Commercial. Jokes aside, we have no beauty shots, no product demo and no false claim. The truth is that most shampoo brands hide in the garb of a tiny little ‘Condition Apply’ asterix. So, we just wanted to communicate that in an interesting way. With Ratna Pathak Shah and Lilliput ji under Rensil’s direction, we are confident the consumers will know this Sach,” shared The Womb creative head Suyash Khabya.
The brand is known for taking on other brands earlier too, through its series of ads and campaigns such as #PrathamSnanSe, #FilmstarsKiNahiSciencekiSuno, #SirfScienceKiSuno which targeted its rival brands directly, while nudging consumers to ask unasked questions regarding the popular brands’ products.
Commenting on the latest campaign, head- Consumer Business, Shashi Ranjan shared, “Hair loss is one of the biggest concerns for both male and female consumers. Sebamed continuously conducts consumer studies to understand hair concerns and formulates efficacious solutions with pH5.5 benefits. Through “#NoConditionsApply” campaign we are addressing the need of discerning consumers by unravelling the truth behind anti hairloss product claims. We are confident that our honest and differentiated messaging around hair loss will resonate with our audience.”
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.
