Ad Campaigns
Sunfeast Farmlite says lets take care in new ad
MUMBAI: The much-talked about and widely viewed online film #LetsTakeCare, recently launched by Sunfeast Farmlite biscuits has gone viral, sparking multiple conversations about the sacrifices a mother makes that take a toll on her health. The 2-minute heartwarming film, which was viewed by a staggering 12 million netizens spanning all generations, has witnessed a surging online performance by mirroring the larger societal truth of how moms stop taking care of themselves when they start taking care of their children. The film calls upon the kid in each one of us to start taking care of our mothers. This can be done by adopting a healthier lifestyle and snacking habits.
The social experiment conducted by the brand brought forth one of the most pressing issues which tends to go unnoticed. The film opens with a vital question about who cares for the family the most, the most obvious answer being — “our mothers”. With the #BacktoSchool campaign, Sunfeast conducts a social experiment wherein mothers participate in a physical exercise class. It seems that halfway through the class, the women run short of breath. This makes the children wonder how their mothers are always so busy taking care of them while they end up forgetting to look after their own health. This emotive piece is now creating waves in the digital space with a robust viewership of more than 12 million views already.
ITC COO, for foods-confectionary Paritosh Wali says, “With this online film, Sunfeast Farmlite aspires to promote a healthier lifestyle for the care-givers and the nurturers of our families — our mothers. #LetsTakeCare is driven by this objective and talks to the kid in each one of us to help our mothers lead a healthier lifestyle. Even if few of us are able to nudge our mothers to a healthier lifestyle, this campaign will be truly successful.”
FCB Ulka CEO Nitin Kankare adds, “The video portrays how while growing up; our mothers have always been our heroes & inspiration. Their exceptional multi-tasking abilities and deep affection have left us secure, cradled in their love. As we slowly grow up, sheltered in her love, we ask ourselves – ‘Why and when did our heroic mothers stop taking care of themselves?’ Sunfeast Farmlite tried to answer this question through a heartwarming social experiment by taking them back to school and asking us to take the pledge #LetsTakeCare for our sacrificing mothers.”
ITC’s branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.
ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and a robust distribution network.
ITC’s uncompromising commitment to its consumers ensures adherence to high levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfil its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
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.
