Ad Campaigns
‘Yaadon Bhari Pyaali’, Society Tea stirs nostalgia in latest campaign
Mumbai: Homegrown brand Society Tea has launched the latest campaign, ‘Yaadon Bhari Pyaali’, which underlines the brand’s legacy and bond over the last 30 years with its customers.
The film beautifully depicts the very foundation of our existence that shapes us for tomorrow. It features a young man, who returns to his ancestral house after a long time to take his old caretaker with him. The caretaker, who he calls ‘Kaka’, realises that the young man has lost his bond with the house he grew up in.
The creative showcases how the familiar smell and taste of Society Tea takes him back to his childhood days and reminds him of all his memories in the ancestral house. He eventually ditches the plan to sell the old house and makes a pact with Kaka that he would keep returning.
The short film that credits Sukumar Menon as the creative head, is directed by Shirish Daiya and has music composed by Joell Mukherjii, with a nostalgia-inducing number written & rendered by noted lyricist Swanand Kirkire.
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.
