Ad Campaigns
Tic Tac launches ‘Mouth Fresh, Mood Refresh’ campaign
Mumbai: Sharing enjoyment and freshness with millions of hearts every day, Tic Tac has launched a new TV campaign – “Mouth Fresh, Mood Refresh”. The campaign seeks to position Tic Tac as an enjoyable mouth taste changer that refreshes the mood by providing continuous release of long lasting and refreshing taste experience.
The new campaign for Tic Tac builds further on the brand’s uniqueness of more than 100 layers of taste and freshness which comes from its unique production process wherein it takes more than 12 hours to produce each Tic Tac pill layer by layer. So not only is the taste of Tic Tac great because of its high-quality flavors, but it is also long lasting thanks to its hundreds of “melting in your mouth layers”. Deep diving into the consumer needs, changing the taste of mouth is one of the most important reason of consumption of confectionery. The new Tic Tac campaign intends to deliver on the promise of this functional reason of consumption by providing a long lasting and refreshing taste experience.
Commenting on the launch of the new TVC, Tic Tac spokesperson of Ferrero India said, “India as a market is dynamic and the consumer needs are constantly evolving and hence it is important for brands to also evolve and be relevant to these ever-changing consumer needs. We have found that the best way to interact with consumers is to clearly communicate the role of the brand in their life. Our TVC strives to do this and we are confident that the campaign will resonate well with the consumers.”
The Tic Tac “Mouth Fresh, Mood Refresh,” campaign will leverage massmedia with strong presence across regional and Hindi channels as well as activate retail channels with point of sales material in the core markets. The campaign will be amplified by leveraging key social media platforms of YouTube, Facebook, Twitter and Instagram.
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.
