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Truemeds ropes in Paresh Rawal to promote affordable substitute medicines
Branded substitutes cut chronic medicine costs by up to 51 per cent.
MUMBAI: When it comes to medicines, many families quietly swallow the cost before they swallow the pill. Indian e pharmacy platform Truemeds has partnered with veteran actor and Padma Shri awardee Paresh Rawal for a new awareness campaign highlighting affordable substitute medicines for people managing chronic conditions. The campaign focuses on a growing concern for many households, the rising cost of long term medication. Through its platform, Truemeds offers branded substitute medicines that are positioned as scientifically matched alternatives to commonly prescribed drugs, often available at significantly lower prices.
Rawal, known for portraying grounded, everyday characters on screen, has been chosen as the face of the campaign for his long standing relatability with Indian audiences. According to the company, his persona reflects the platform’s aim to promote practical and informed healthcare decisions.
The campaign features two brand films built around familiar everyday situations.
The first film centres on a father who postpones his own medical treatment in order to prioritise his daughter’s needs, a scenario meant to reflect the quiet sacrifices families often make when healthcare costs become overwhelming. The narrative positions substitute medicines as what the brand calls “Samajhdar Medicines”, encouraging consumers to explore cost effective alternatives without compromising on quality.
The second film draws on a common behavioural insight: people frequently look for small savings in everyday purchases but assume that medicine prices are fixed. Truemeds challenges that perception, highlighting how branded substitute medicines sourced from the top 1 percent of pharmaceutical manufacturers in India can reduce monthly medicine bills by up to 51 percent.
Truemeds co founder and chief executive officer Akshat Nayyar said the platform was created to address the financial strain that recurring medical expenses place on households.
“For many families, medicine costs quietly become a monthly stress, often forcing people to delay or skip their own treatment. Through Truemeds, we want people to know that quality medicines can be available at the lowest prices, and that choosing smart substitute options can make long term care more manageable,” he said.
Rawal echoed the sentiment, noting that long term treatments often create a steady financial burden for families.
“If there are reliable options that cost less and do not compromise on quality, people deserve to know about them. That is what I liked about Truemeds. It helps families manage healthcare without constant financial worry,” he said.
Unlike platforms that primarily emphasise rapid delivery, Truemeds positions itself around cost effectiveness and informed decision making. Users can upload prescriptions or search medicines online, after which trained health advisors or doctors recommend scientifically matched substitute medicines and explain their suitability.
With a nationwide presence, the company says it aims to tackle one of India’s largest out of pocket healthcare expenses by helping households manage recurring medicine costs more sustainably. The partnership with Rawal is intended to strengthen that message and build trust around the idea that affordability and quality in healthcare do not have to be mutually exclusive.
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IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
