Ad Campaigns
Mediker launches new campaign “Mediker On Juey Gone”
Mumbai: Mediker, an anti-lice treatment brand from FMCG major, Marico Ltd launched its new communication campaign – “Mediker On Juey Gone!”
Lice infestation is a common problem for most households with young girls aged six to 15 years. According to a recent study conducted by IMRB, lice affect over 37 per cent of urban households in South & East regions and is an even bigger hair concern than dandruff*. The concept behind the ad film originates from a common worry among mothers regarding lice affecting their children’s hair, especially during school, at exam time & generally across Indian households, in hot and humid weather conditions.
*As per Kantar IMRB Rider study’2020.
The new communication attempts to educate consumers, that a mere lice comb is not enough to remove lice effectively. The conventional lice comb only targets the big lice, leaving behind small lice that stick to the scalp, inadvertently allowing further growth of their eggs and eventually new baby lice, which further become big and lay more eggs. Over time, this vicious cycle perpetuates, leading to a recurring problem.
To address this persistent challenge, Mediker a market leader in anti-lice treatment, offers a safe-for-kids, doctor certified solution# Its breakthrough formula contains 100 per cent natural actives – Neem & Coconut, designed to break the life cycle of lice in just four weeks^.
^Use Mediker every Sunday for four weeks for effective lice removal #Mediker is clinically tested and safe to use. Basis Clinical Study, 2023
Commenting on the importance of Mediker in the current context, Marico Ltd chief marketing officer Somasree Bose Awasthi stated, “Mediker’s new TVC encapsulates our commitment to providing effective solutions that address real-life challenges faced by our consumers Powered by 100% Natural Actives of Coconut & Neem, Mediker promises to solve the persistent issue of lice by breaking the life cycle from within thereby bolstering children’s self-assurance and overall well-being, something that is very important to every parent. We are thrilled to introduce this powerful solution that helps assure parents of their children’s well-being and nurtures healthy hair”.
The TVC will make its debut in Telugu and Bengali, catering specifically to the vibrant markets of Andhra Pradesh, Telangana, and West Bengal. Through this compelling and informative brand film, Mediker aims to raise awareness about the comprehensive approach to lice removal and establish itself as a reliable partner in every family’s hair care journey.
Speaking on the brand film, MYO founder Deepa Geethakrishnan said, “In a functional problem solution category, the big creative challenge was to demonstrate the expertise of Mediker while keeping the story authentic and something the mothers can instantly relate to, but with a smile”.
Mediker is now available at all leading retail outlets pan India & e-commerce platforms such as Amazon, Flipkart.
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.
