Ad Campaigns
Cipla Health’s Endura Mass exhorts underweight consumers to stop the tyranny of unwanted salahein
Mumbai: India has approximately 20 crores adult population who are underweight as per the Lancet Journal (Study from 1975-2014).These consumers face challenges like poor concentration, poor stamina, low immunity as well as lack of self-confidence while facing the world. To top it all, they continue to receive unwanted salahein (advice) by everyone around them on how to gain weight. While these come from a place of concern however, these are never-ending & usually ineffective – the answer is as simple as having an expert solution which is provided by Endura Mass, the weight gain expert from Cipla Health which provides visible results beginning six weeks. This is when the product is consumed as recommended on pack along with regular exercise, active lifestyle, healthy diet.
Cipla Health Ltd. has onboarded one of India’s creative agencies – Lowe Lintas to give wings to their latest campaign for Endura Mass – The Weight Gain Expert. Drawing from the insight of unwanted salahein, the campaign was conceptualized from the lens of the consumer. As a part of the campaign, a pan India level exhaustive interaction with consumers looking to gain weight was done.
Cipla Health CEO Shivam Puri mentioned, “The strategic acquisition of Endura Mass in July 2022 was with a view to expand CHL’s portfolio into a new category of weight gain, thereby catering to a very specific nutritional need for a set of our consumers. The current communication with its peppy music & relatable consumer insight is an attempt to make a clutter breaking communication to reach underweight consumers and allow them to seek the expert solution in their weight gain journey. Endura Mass, a pioneer in the weight gain category since 20 years has a blend of proteins, vitamins & carbohydrates, is vegetarian & has no side-effects, something that most prospective users are concerned about as per the current solutions available in the market.Lowe Lintas chief operating officer and chief growth officer Anaheeta Goenka said,”There are actually millions of people who are trying to gain weight however are unable to achieve success. We realized when we met these people that they get myriad advice from multiple folks adding to their dilemma with respect to solutions. Our idea for Endura Mass stemmed from this consumer truth leading to the campaign idea – “No salahein, sirf expert apnayein.”
The campaign is live on popular social media platforms like Youtube, Facebook & Instagram as well as being aired on TV. In addition this Endura Mass has recently executed an influencer led engaging digital campaign on popular social media app Moj from ShareChat which is a popular short video format app. The campaign aimed at inviting people to share their experiences on the various advice they have received to gain weight – this campaign has already garnered over three million views on the social media app.
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.
