Ad Campaigns
Weikfield’s Pasta passes the lie detector test in the latest campaign by GREY Group India
Mumbai: Weikfield Foods Pvt Ltd, a household name in culinary delights, has unveiled its latest campaign for Fortified Pasta, executed by GREY and Autumn GREY. Weikfield’s commitment to enriching lives remains at the forefront of this campaign. In an unusual twist, the campaign features the Weikfield CEO, D.S. Sachdeva, subjected to a lie detector, reaffirming every claim about their pasta. The result? Each claim holds, reinforcing Weikfield’s dedication to quality and transparency.
Expressing his thoughts on the launch, Sachdeva said, “Weikfield has always strived to assist mothers in striking the right balance between taste and nutrition. In India, pasta often gets wrongly labelled as junk food. Most don’t realise that pastas like Weikfield Pasta, inherently made from wheat and often served with vegetables and white pasta sauce (laden with cheese and milk), are a nutritional powerhouse. We’re determined to rectify this misconception through a differentiated product as well as with differentiated communication. Through our iron-fortified pasta range, we wanted to offer Indian consumers the taste of authentic Italian pasta along with the power of micronutrients.”
This campaign not only showcases the product’s exceptional quality but also cements Weikfield’s role as a trusted kitchen partner. The lie detector adds a memorable touch, emphasising Weikfield’s unwavering confidence.
With Weikfield, ordinary moments become extraordinary, and with Weikfield Fortified Pasta, they become unforgettable.
GREY & Autumn GREY group creative director Vivek Bhambhani said, “A majority of mothers have lost faith in brands because they feel the USPs advertised are merely tall claims. So, when Weikfield Fortified its pasta, the challenge was communicating that this pasta had iron equivalent to two bowls of spinach – an uphill task considering pasta has traditionally been looked upon as an unhealthy, once-a-week treat meal for the child. To convince discerning mothers required a disruptive approach where Weikfield stood up and simply spoke the truth – and it had to be the CEO himself, strapped to a lie detector!.”
While the TVCs showcase two of its most popular products Weikfield Custard and Weikfield Pasta, the iconic brand has built a large portfolio consisting of Custard, Cornflour, Baking Powder & Cocoa including recent entries like Falooda, Sauces & Cake Mixes that are immensely popular with very strong customer equity.
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.
