Ad Campaigns
Tetley brews up a beauty and burn blend with its new green tea range
MUMBAI: Tetley Green Tea has stirred the pot with two first-in-category innovations — Tetley Green Tea Slim Care, infused with L-Carnitine, and Tetley Green Tea Beauty Care, boosted with Biotin. These aren’t your usual herbal infusions — they’re smart sips engineered for real results.
L-Carnitine, a natural nutrient known to burn body fat, headlines the Slim Care variant, while Beauty Care brings Biotin — the go-to vitamin for glowing skin and fabulous hair — into every cup. The twin launch signals Tetley’s pivot from passive wellness to performance-driven, ingredient-led innovation.
“Tetley Green Tea Slim Care isn’t your regular green tea — and that’s exactly why I love it. It’s powered by L-Carnitine, a natural nutrient proven to burn body fat. For someone like me, always on the move, this blend of flavour and function fits right in. It’s smart, simple, refreshing, purposeful and makes every cup count.”, adds Kriti.
Steeping into the spotlight is actor and wellness aficionado Kriti Sanon, who fronts the new campaign, #NotYourRegularGreenTea. Sanon’s fitness-first appeal lends muscle to Tetley’s reimagined health narrative, where tea isn’t just soothing — it’s smart, targeted, and trendy.
Tata Consumer Products, president – packaged beverages, India & South Asia, Puneet Das added, “Consumers today are looking for more from their everyday wellness choices — they want efficacy with enjoyment. Tetley Green Tea Slim Care and Beauty Care are tailored for this evolving mindset. With functional ingredients backed by science, we are offering green teas that not only taste great but also support consumer’s wellness goals. These are truly not just regular green teas.”
MullenLowe Lintas executive director – head of creative (South); Arpan Bhattacharyya said, “Green tea with added L-Carnitine is new news in the category. Our attempt was to bring alive the new proposition with a deep-rooted consumer insight of how even for celebrities, like Kriti Sanon, the best laid wellness and fitness plans are hard to stick to in everyday life. We crafted slice of life moments and positioned the new Tetley Green Tea with added L-Carnitine as a solid modern wellness companion with proven efficacy. Kriti’s charm and authenticity adds relatability to the campaign, and we hope that it resonates with the consumer.”
Available across major retail and digital platforms, the new range is a heady mix of lifestyle aspiration and functional efficacy. With this sip of science, Tetley is betting on India’s thirst for wellness that actually works.
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.
