Ad Campaigns
Tilda India and LS Digital collaborated to celebrate Holi by creating flavorful moments
Mumbai: LS Digital, a leading independent digital marketing transformation (DMT) company, collaborated with the Tilda India for the Tilda Basmati Rice Holi Campaign, which persuasively captures the spirit of tastes and traditions, demonstrating how food can be a powerful medium for connecting people from all different walks of life.
The campaign is a short film, that depicts the contrasting ways of two different families celebrating Holi. Despite the differences, both families share a common bond of love, which is food. The film precisely captures the moments of togetherness, where families exchange delicious Tilda Rice dishes. It further highlights the message that food isn’t only about sustenance but also about creating connections and unity.
Through this campaign, Tilda India and LS Digital effectively demonstrated, how food can bridge the gap between diverse cultures and backgrounds, bringing individuals together in a festive atmosphere of celebration. As we celebrate Holi, remember that while our customs and methods of celebration may differ, the joy and warmth of sharing a meal with loved ones are universal in nature.
Ebro India marketing head Puneet Kapoor said, “We are excited to introduce our latest creation—a captivating brand film that honors the joyous festival of Holi. As a brand deeply rooted in celebrating diversity, Tilda Basmati Rice takes immense pride in commemorating this vibrant cultural event.
In our film, we invite you to embark on a heartwarming journey alongside a young child who has recently relocated from Ahmedabad to Mumbai with his family. Amidst the bustling streets of Mumbai, the child discovers the magic of Holi—a festival revered not only for its cultural significance but also for its message of unity in diversity.
What makes our story truly special is the contrast it portrays, while Holi is traditionally celebrated with fervour and grandeur in Ahmedabad. In Mumbai, it unfolds with a subtle elegance and restraint. Through our lens, viewers witness how the child’s innocence and enthusiasm serve as a bridge between these distinct interpretations of the festival.
Despite the varying approaches, the essence of Holi shines through, bringing people from diverse backgrounds together in a shared embrace of joy and camaraderie. Our film beautifully captures this spirit of unity amidst diversity, showcasing how Tilda Basmati Rice continues to champion inclusivity and cultural harmony in every celebration.”
Ebro India managing director Graham Carter said, “Tilda has always been a brand that promotes unity, festivity, and togetherness. I am excited to share our latest project, the first-ever Tilda Holi Campaign film. In this film, we see how people from every aspect of life, from affluent families in Mumbai to those in India’s heartlands, gather to celebrate Holi. What makes this film genuinely unique is its emphasis on food as a uniting factor. Regardless of cultural differences, food unites people, strengthens friendships, and symbolizes the spirit of celebration. We witness how simple gestures like sharing food can break down boundaries and create enduring memories.”
LS Digital CCO & SVP, Creative, Social & Design Manesh Swamy said, , “This is the 5th film in the Secret Ingredient Series, where we aimed to celebrate all the key Festivals of India and show how Food brings everyone together, we started with the Ganesh Festival, Diwali, Onam, and now Holi. The hero in all these content pieces was the delicious dishes made with Tilda rice, which helps break a cultural barrier. In cities sometimes the distance between two flats might look longer than it appears, in this film we used the Tilda Rice and Holi festivity as a catalyst to narrow down the gap and color to the audience’s life. We had experimented with long-form content and the completion rate tells us that the audience resonated well with the brand message.”
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.
