Ad Campaigns
Hrithik Roshan challenges himself to do better in Lupin’s Be One campaign
Mumbai: Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, has created the #BanoKhudSeBehetar campaign, featuring Hrithik Roshan, for Lupin’s Be One 100 per cent Ayurvedic Energy supplements.
In the recently launched brand campaign, the Bollywood star challenges his other self to not give up and be better in every task. “We used elements of Hrithik the celebrity to tell the story of Hrithik the everyman. It was a challenge at the beginning. But Hrithik being the amazing performer that he is, the process was fun and exciting as we got deeper into it,” shared Contract Mumbai SVP & ECD Rahul Ghosh.
“In today’s highly demanding times, a product like Be One is only increasing in relevance. The consumer today is looking to constantly better themselves and this is where Be One comes in as a motivator to ensure they have the energy and health needed in this journey,” said Lupin’s head of OTC business Anil Kaushal.
A film poster was unveiled on social media to announce that something exciting is coming soon ahead of the campaign launch.
EMBED: https://www.facebook.com/beone.lupin/photos/a.105780064885147/325905626205922/
Soon after this, a motion poster was launched, triggering some more excitement.
Social media started buzzing with comments and guesses on what kind of movie it would be and #BanoKhudSeBehetar became the trending hashtag on Twitter on 30 December 2021, said the brand.
The film was launched on 21 January across social media channels and TV channels. “It was an opportunity to be different in a category which talks only about non-stop energy or vitality,” commented Contract Mumbai EVP and general manager Ayan Chakraborty. “Being better than yourself or ‘Bano Khud Se Behetar’ is something refreshing and new and we made sure that we leveraged the celebrity even in terms of executing the launch like a movie launch.”
EMBED: https://youtu.be/Cklpc2PsXk4
“The creative challenge was to tell a story of someone trying to better himself, especially when that someone happened to be Hrithik Roshan. So, we tried to magnify the conflicts that reside within us every day. That was the creative jump-off,” said Contract Advertising CCO Sagar Mahabaleshwarkar on the creative process of the campaign.
“This campaign was born out of the consumer desire of constant improvement by competing with one’s own self as opposed to others,” commented Lupin’s head of marketing (consumer healthcare) Supratik Sengupta. “The film acts as a nudge to the audience to challenge themselves and go beyond their comfort zone, while the product plays the role of the dependable partner.”
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.
