Ad Campaigns
Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’
MUMBAI: Tata Tea Gold has launched a new campaign this New Year, highlighting the idea of ‘dil ko na kahoge to pachtaoge’.
The TVC, conceptualised by MullenLowe Lintas Group, narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter refuses the tea initially but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold being made, longs for the tea, her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the decision the daughter makes to take up the job offer, as she listens to her heart – with an irresistible cup of tea, regaling her senses and inspiring her to leave all regrets behind.
Shedding some light on the concept MullenLowe Lintas group chairman and chief creative officer Amer Jaleel said, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight and the film. Of particular importance, is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”
Tata Global Beverages marketing head Puneet Das said, “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline, the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”
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.
