Ad Campaigns
Shilpa Shetty promises ‘shaadi wala glow everyday’ in Mamaearth‘s latest TVC
Mumbai: Homegrown FMCG brand Mamaearth has launched its latest national television advertisement for its new Ubtan Face Wash, featuring Shilpa Shetty Kundra. The TV commercial highlights the goodness of natural ingredients in the face wash giving ‘Shaadi Wala Glow Everyday.’
The film conceptualised by Korra Worldwide attempts to capture the essence of the brand’s unique proposition. Featuring Shilpa Shetty Kundra, the film is set up on the premise of a Haldi ceremony happening before the wedding for the bride and groom. The bride compliments Shilpa’s glow and teases her saying that it seems like she hosts multiple Haldi ceremonies, to which Shilpa responds confidently that her Haldi ceremony happens every day, thanks to the new Ubtan Face Wash with the ‘natural goodness of turmeric and saffron’ that help remove tan leaving behind radiant skin. The film closes with the brand’s ‘no-toxin’ proposition giving the perfect ‘Shaadi Wala Glow Everyday.’
“The need to look your best is never felt more than on your wedding day and one regime closely linked to this occasion is the use of Ubtan to attain flawless glow,” said Korra chief executive officer Gaurav Nabh, commenting on the campaign. “Our latest work leverages this insight where we see Shilpa interacting with her friend talking about her flawless glow thanks to Mamaearth’s new Ubtan face wash. We are proud of this latest work by Korra as we continue to build the Mamaearth brand on the back of real consumer insights and stories, endorsed by Mamaearth’s biggest fan Shilpa”.
Commenting on the campaign, Mamaearth co-founder and CIO Ghazal Alagh said, “The Haldi ceremony before the wedding is an extremely important event for every bride and groom. They mask themselves with the Haldi ubtan to look radiant and glowing on their big day. Through this TV Commercial, we are trying to build synergies between the traditional Haldi ubtan and Mamaearth Ubtan face wash and we hope this thought resonates with our consumers and they come forward and choose #ShaadiWalaGlowEveryday, naturally with Mamaearth.”
Korra chief creative officer Deepak Kumar added, “Ubtan glow and Indian weddings go hand in hand and that’s why we love our wedding rituals and ceremonies. But don’t all of us wish for that glow to last beyond the wedding season? We wanted to tell everyone how easy it is to get the same wedding glow, every day through this cute and fun-loving film. And with Shilpa playing a bestie to the bride, it makes the simple slice of life film nothing but more beautiful.”
The film is a 30 second TV commercial. Mamaearth has created another edit of 15 seconds to showcase the banter between the wedding attendees.
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.
