Ad Campaigns
Supertails celebrates three years of excellence
Mumbai: Supertails, the leading tech-enabled pet-care brand, marks its third anniversary by celebrating significant growth, innovation, and unwavering dedication to first-time pet parents across India. To commemorate this milestone, Supertails announced India’s first-of-its-kind pet awards show – Pawscars, offering pet parents a wonderful opportunity to showcase and celebrate their beloved pets’ adorable antics, impressive tricks, and heartwarming moments.
Additionally, the brand launched Supertails’ Big Birthday Bash with a film announcing the “Big Birthday Bash Sale,” running from 26th May to 3rd June. During this period, pet parents can enjoy incredible discounts, irresistible offers, giveaways, and gifts that are bound to bring joy to the hearts of both pets and their parents.
Recognising the deeply shared universal emotion of wanting to show off our fur babies, Supertails created a platform where pet parents could proudly display their pets’ talents and charm. The enthusiasm for Pawscars has been overwhelming, with adorable submissions across categories including Master of Mischief, Naptime Ninja, and The Scratch Machine. With over 5000 entries, this event marks a significant milestone in Supertails’ mission to build a thriving pet parent community in India.
For the anniversary, Supertails is also tapping into the trend of pet influencers, which is taking social media by storm. With the Big Birthday Bash campaign, the brand is partnering with over 200 pet influencers, affectionately called Superstars by Supertails. These influencers, collectively garnering a reach of over 5 million pet lovers, will receive custom birthday boxes from the brand.
Supertails co-founders Varun Sadana, Aman Tekriwal, and Vineet Khanna said, “Three years already! It feels like it was just yesterday when we kicked off this ambitious journey. We are more excited than ever to witness firsthand the growth of the pet care community in India. Our journey over the past three years has been nothing short of incredible. With Supertails’ Big Birthday Bash and Pawscars 2024 marking our third anniversary, we are more committed than ever to building a strong, supportive community of pet parents. We love showing off our pets and their unique quirks, and we realised this was a shared sentiment within the community. Our mission remains strong to support first-time pet parents in India, providing the necessary knowledge, resources, and support. We invite all pet parents to join us in celebrating the special moments that make our bond with our beloved pets unique and heartwarming.”
Supertails Big Birthday Bash 3 | Triple the thrills, Triple the fun
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.
