Ad Campaigns
Sunfeast Mom’s Magic celebrates the mom in all of us
MUMBAI: In a digital campaign conceptualised by Ogilvy Bangalore, Sunfeast Mom’s Magic veered off the beaten path for Mother’s Day and paid homage to the mother-like figures that have positively impacted the lives of those they care for in an attempt to get people to acknowledge these relationships.
Ogilvy South chief creative officer Mahesh Gharat says, “Sunfeast Mom’s Magic stands for mom’s values. We believe that there is a mom in every one of us and this instinct transcends conventional boundaries. On this Mother’s Day, we wanted to celebrate the beauty of such relationships through this video.”
In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Within a span of 12 years, Sunfeast has well-established presence in almost all categories of biscuits.
Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end. In addition, ITC also launched Sunfeast Farmlite Digestive All Good biscuit made from whole wheat flour of Aashirvaad Atta which makes it naturally rich in fibre content and brings alive ITC’s commitment to provide delightful experiences to every consumer. The company also Sunfeast Dark Fantasy Yumfills Cake in its portfolio which is a soft pie cake, filled with crème.
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.
