Ad Campaigns
Yardley talc TVC seeks to inspire women to do something new
MUMBAI: Contract Advertising in its newest television commercial for Yardley, puts the spotlight on the beauty of doing something new, fresh and dynamic and inspiring the world to do the same. It talks about beauty not just in the light of appearances, but on the unstoppable enthusiasm and the constant look out for something more, something new. It’s a seamless weave between their ‘Step up with Yardley’ proposition and a fresh take on beauty.
The commercial focuses on the direct benefits of the talc which are beauty, freshness, and glow. It also effortlessly integrates all the attributes of the quintessentially modern woman who is unafraid to show the world what she’s made of and to reach further and inspire it as well.
Yardley India business head Manish Vyas shares, “Yardley London has always been an epitome of trust and quality over the years. Our latest talc proposition attempts to bring the brand further closer to consumers by making it more relevant to their needs. This film shows how Yardley Talc, made from the finest floral ingredients, helps bring out the best version of yourself. It not only provides superior freshness, but also enhances your looks, giving you the confidence to step up in life.”
The film shows a woman in her mid-twenties performing a graceful classical move on a rather modern beat, giving it her own, fresh spin. But she doesn’t stop at that, when asked to perform by her instructor, she chooses to share it with the whole world by going live and getting an overwhelming response.
Contract Mumbai executive creative director Rahul Ghosh explains, “Talcum powder is viewed as rather functional. And we wanted to change that. We wanted to speak to the consumer that uses talc as a beauty ritual and build on that. With a story that had freshness written all over it, a fresh feeling and of course fresh thinking. Plus, the fusion dance just makes it fun to watch again and again.”
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.
