Ad Campaigns
Unibic launches new campaign with mascot
MUMBAI: Unibic Foods, India’s ‘real’ cookie production company with one of the largest cookie manufacturing cookie facilities has ramped up its ongoing UBU campaign with some innovative additions.
The cheerful cookie mascot, who was launched in September 2016, has been seen across TV channels, social media and outdoor campaigns with some engaging messages. UBU, the bearer of more, shares interesting nuggets on various aspects, be it recipe tips on TV or quirky messages in the form of ‘UBUISMs’ on social media. He even gets famous cartoon characters to yearn for Unibic cookies and takes on different avatars to interact with consumers in a fun way. He ups the enthusiasm quotient by cheering sports personalities with special messages.
The few channels initially selected for the integration include AsiaNet News and Cartoon Network, and UBU has been featured in broadcasts like the FIFA World Cup U-17 and an animation series on the same. Únibic Foods has also been going to schools and promoting the brand as well as UBU with some interesting games and contests where kids have to draw their interpretations of UBU and cookies. This endeavour has received an overwhelming response with multiple entries pouring in.
UBU was seen during the football broadcast on AsiaNet News, popping up to congratulate the players for the goal of the day, exhorting the viewers to cheer loudly during Ind vs Aus, Ind vs NZ and Ind vs SL cricket matches as well as congratulating the students who were selected to visit NASA. Cartoon Network viewers were also in for a surprise as UBU made some yummy cookies with the help of some iconic cartoon characters.
Unibic Foods marketing head Aarti Iyer says, “Having created our own mascot, we want UBU, to be a lively, friendly personality who likes to interact and engage with the consumers in many ways. Some of these unique integrations were well received in the market. We, however, have a long way to go with regard to UBU gaining fame and familiarity with the end consumers. We are looking forward to bringing in more such interesting activations that will help us connect with our consumers at the right time in a fun manner. We will be looking at expanding this integration with other channels across sectors in the coming months.”
Unibic Foods has grown exponentially in the last decade and is now one of the fastest growing cookie brands in India. Unibic has a team strength of 800+, and a global reach of more than 10 countries.
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.
