Ad Campaigns
TenderCuts rolls out father’s day campaign #madebydad
Mumbai: Omnichannel meat and seafood D2C brand TenderCuts has rolled out a campaign for father’s day with cricketer Dinesh Karthik and chef Sanjay Thumma. The campaign was conceptualized in-house, and no agency was involved. It evokes a sense of nostalgia while cherishing the contributions of a father.
As a part of the campaign, TenderCuts engaged with its customers on all social media platforms, encouraging them to share their unforgettable personal memories with their father. The best three videos will be awarded with a mini cricket bat autographed by Dinesh Karthik.
The brand has released a video that revolves around Cricketer Dinesh Karthik sharing a short story about his experience on father’s day every year. He shares that every year on father’s day, his father would prepare mutton biryani for the family. This year, he plans to emulate his father by preparing a delicious mutton biryani himself. The video continues with Dinesh Karthik mentioning that he ordered fresh mutton from TenderCuts that is antibiotic free with the FSSAI and other safety certifications in place, which was also freshly cut only after the order is placed.
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It continues with him reminiscing about how much he enjoyed his father’s mutton biryani and how his father wished the local markets were cleaner. The commercial ends with a scene of Dinesh Karthik enjoying a meal of biryani with his father.
TenderCuts chief marketing officer Aruna Jathar said, “Fathers have always been characterized as sacrificing but are never acknowledged. This year, we wanted to showcase the caring aspect of a ‘father’ in his role to provide only the best for his family. This story comes alive with a real-life experience of our very own Dinesh Karthik. TenderCuts celebrates every father this Father’s Day through this story.”
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.
