Ad Campaigns
Triton designs Mother’s Recipe — ‘Gift of Love’ to orphans
MUMBAI: ‘A mother’s love is unconditional, unparalleled and irreplaceable, a universal truth that can only be felt. Nothing else in the world can be compared to her love!’ Sadly, there are 20 million children in India living in orphanages, deprived of this blessing.
To touch the lives of such many little wonderful souls, one of the leading FMCG brand – Mother’s Recipe kick-started it’s unique and stimulating Mother’s Day campaign #TasteOfMothersLove.
The campaign has been conceptualized and executed by Mother’s Recipe and Triton Communication with the aim to introduce mothers to the idea of sharing the most precious emotion – ‘Mother’s Love’ with the special kids. At the ground level, the brand partners with several orphanages across India to organize well-planned events, creating an enriching experience and everlasting memories for both mothers and the children.
The initiative is amplified through various media platforms like Print, Radio, YouTube, Facebook, Twitter and Instagram, to engage with the relevant target audience. A microsite has been launched specifically to support this cause and provide campaign and registration details – http://mothersrecipe.com/mothersday/
Sanjana Desai, Head Business Development, Desai Brothers Ltd said, “Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time to the children who need it the most.” She added, “The ambitious campaign started three years ago, which at present has spread mother’s love with 900 mothers to 950 children in 18 orphanages across five cities – Mumbai, Pune, Delhi, Bangalore and Kolkata.”
The campaign video beautifully captures the mother-child relationship and showcases how essential emotional intimacy is in a child’s life, especially for the ones living in orphanages.
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.
