Ad Campaigns
Vadilal unveils new summer campaign where joy, flavor, and ‘WAAH’ moments unite
Mumbai: Vadilal Enterprise Ltd announces the launch of its newest summer campaign, poised to elevate every celebration to its utmost potential. Unveiling a series of three films depicting the significance of celebrations & Vadilal, the brand uniquely showcases “Har moment ko banaye Kamaal! WAAH Vadilal!”
The campaign revolves around the central theme of ‘WAAH’, embodying the utter delight experienced by consumers when indulging in Vadilal ice creams. Vadilal captures the essence of celebration through three poignant films, each showcasing moments of life’s milestones that go unnoticed until Vadilal ice cream makes its heartwarming entrance. From the jubilant arrival of a newborn in the hospital to the poignant reunion of a long-lost son in India, and the groundbreaking news of a Mars landing in the newsroom, Vadilal’s presence elevates these moments into indelible celebrations. The films ingeniously convey Vadilal’s essence by humorously echoing the central themes, where protagonists only fully react to the news once Vadilal ice cream is served, emphasizing the joyous association with ice cream as the core ingredient. In a mere fortnight, two out of three campaign films have already graced the screens, captivating audiences with their ingenuity and message. Yet, the thrill continues to mount as the eagerly awaited third film is poised for release in the forthcoming week, promising heightened entertainment and engagement for consumers.
For over a century, Vadilal has woven itself into the fabric of countless family narratives, enriching moments of celebration with its signature flavors, both grand and intimate. Vadilal has cleverly played with the sentiments of the Indian culture where every moment, be it festivals or intimate news is celebrated with delightful treats. Over the past three years, the brand has passionately pursued the essence of the “WAAH” factor in life’s experiences. With each indulgence in Vadilal’s delectable ice creams, protagonists find themselves exclaiming ‘WAAH’, a sentiment Vadilal has embraced and amplified in their cinematic narratives. The films eloquently underscore the idea that every moment, no matter how fleeting, feels incomplete without the joyous presence of Vadilal.
Niraj R. Presswala, General Manager, Marketing & Branding says, “With loyal consumers spanning three generations, Vadilal Ice Creams is thrilled to connect with every age group in the quirkiest way possible this year, and we will continue doing campaigns like these year on year. Our summer ad films promise not only the best laughs but also a trip down memory lane, recalling your fondest celebratory moments. Vadilal has been there for countless “WAAH” moments – from birthdays to anniversairies to new jobs and to making every small moment a WAAH moment in your life. We’re excited to keep being a part of your cherished memories in the years ahead.”
The TVCs are crafted by Moonshot Digital creative agency feature scripts written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi, with direction films by Rahul Bharti and production by Zuleikha Gupta at Sun City Studios.
Moonshot Digital co-founder Devaiah Bopanna said, “It’s not every day that you get a chance to work on a legacy brand. The challenge of living up to the legacy of Vadilal, while also trying to push the envelope on the creative, is no easy task. Thankfully, we had the unflinching support from the Vadilal team to create something all of us could be proud of. Sometimes, we just need to keep it simple and let the product and the brand do all the talking. So when we hit upon a simple insight that ‘Every moment can be an epic moment if we have Vadilal in it,’ it immediately resonated with all of us.”
Vadilal has been a part of celebrations in India for over a century. From adding its magic to vibrant gatherings and intimate occasions, Vadilal is the secret ingredient elevating and making every moment truly ‘kamaal’. The campaign will be amplified through a mega-media mix with maximum penetration across mediums such as TV, Digital, Print, Radio, OOH, Audio, News Channels and all brand touch points.
Soon to be Launched – Film Reunion
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.
