Ad Campaigns
Myprotein launches ‘Tareeke Anek, Maksad Ek’ campaign
Mumbai: Myprotein has announced its upcoming Independence Day campaign, titled “Tareeke Anek, Maksad Ek.” The campaign aims to honour the diversity within the fitness community, where individuals from all walks of life contribute to making India a healthier and fitter nation. In line with the campaign, Myprotein will also open up exclusive discounts on the occasion of Independence Day and will also launch their new product range, namely, Keventers butterscotch & a variety of Clear Whey flavoured products. The sale will be live from 14 and 16 August 2023.
Encompassing a wide range of individuals, “Tareeke Anek, Maksad Ek” is a nod to fitness in all walks of life. From athletes representing the nation in international competitions like the Olympics, to Mothers looking to raise their children with a health-conscious mindset, the vision is to unite and celebrate the diversity and dedication to making a fitter India.
Partnering with Indian athletes & influencers like Jayesh Rane, Mukesh Gahlot, Jeet Selal, Sonali Swami, Shilpa Thapa, Rashmi Rai, Afreen Hyder & more, the campaign features some of the brightest and biggest stars in various disciplines across Football, Basketball, Cricket, Taekwondo, MMA & the Fitness community.
Having spearheaded the nutrition needs of the country for the past four years, “Tareeke Anek, Maksad Ek” will seek to push ahead and further motivate Indians to living their fittest lives.
Speaking about the initiative, Myprotein emerging markets & regional marketing manager Sanya Chhabra said, “Myprotein is thrilled to launch the ‘Tareeke Anek, Maksad Ek’ campaign, where we celebrate the incredible diversity of the fitness community in India. Our vision is to create a global health movement and engage Indians to live healthier & more fulfilled lives. Through this campaign, we aim to inspire and bring together individuals from different backgrounds, united by their passion for fitness and love for their country.”
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.
