Ad Campaigns
Idanim’s ‘Saarthi’ campaign ignites mindfulness movement
Mumbai: In an unprecedented surge of digital engagement and innovative strategy, Idanim, a pioneering name in mindfulness and meditation applications, proudly announces a significant achievement for its latest initiative, the “Saarthi – A 21 Days Guide to Mindfulness” program. In just four days following its launch, the program has astonishingly exceeded 1200 downloads, setting a new standard in the domain of mindfulness apps. This remarkable feat was achieved in partnership with Let’s Influence, a premier influencer marketing agency renowned for its adept utilisation of social media influencers to drive brand visibility, enhance registrations, and boost app installations.
The Saarthi campaign witnessed an exceptional 92 per cent increase in registrations post-installation, showcasing a high level of user engagement and interest. This surge is indicative of a burgeoning community that is keen to delve into the mindfulness journey offered by the Saarthi program. Surpassing the 1200 app install milestone within the first four days is a clear testament to the Saarthi program’s appeal and relevance to its target audience. This accomplishment highlights the program’s compelling proposition and its successful resonance with users.
Through strategic selection and collaboration with social media influencers, the campaign significantly elevated Idanim’s brand awareness. This approach ensured that Idanim not only reached but also made a lasting impact on its intended demographic.
Reflecting on the campaign’s success, Idanim senior marketing manager Vipul Jain stated, “The overwhelming response to the Saarthi program has been nothing short of spectacular. This achievement reaffirms our belief in the power of mindfulness to transform lives and underscores the effectiveness of influencer marketing in reaching and engaging with our audience. Partnering with Let’s Influence has been a game-changer, enabling us to connect with our community in meaningful ways and guiding them on their journey towards mindfulness.”
Bhawna, the visionary behind Let’s Influence, shared her thoughts on the collaboration, “Working with Idanim on the Saarthi campaign has been an immensely rewarding experience. Our goal was to not only highlight the program’s unique offerings but also to engage with an audience that is increasingly seeking ways to incorporate mindfulness into their daily lives. The success of this campaign is a testament to the power of authentic, relatable influencer marketing in driving not just app downloads, but also in building a community around a brand’s vision.”
The “Saarthi – A 21 Days Guide to Mindfulness” campaign marks a significant milestone in the mindfulness and meditation app industry, demonstrating the effectiveness of thoughtful digital strategies and influencer marketing in creating impactful brand engagements and fostering a community of mindful individuals.
Idanim is a leader in the development of mindfulness and meditation applications, dedicated to offering transformative digital solutions that support mental well-being and personal growth. With a focus on accessibility and engagement, Idanim seeks to empower individuals on their journey towards mindfulness and self-discovery.
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.
