Ad Campaigns
Mankind Pharma launches video campaign featuring Amitabh Bachchan
MUMBAI: Mankind Pharma launched a powerful video campaign featuring legendary actor Amitabh Bachchan to raise awareness about organ donation on World Organ Donation Day. The campaign themed “Live Beyond Your Life” aims to address India’s critically low organ donation rates and encourage more citizens to register as organ donors.
The sobering reality in India is that for every 10 lakh Indians, less than 1 per cent pledge to donate their organs to those in need. This significant gap between demand and supply has resulted in thousands of patients waiting for life-saving organ transplants, including kidneys, liver, eyes, and hearts.
Mankind Pharma vice-chairman and managing director, Rajeev Juneja shared, “At Mankind Pharma, we believe that collective action has the power to transform healthcare outcomes. Our organ donation awareness campaign reflects our steadfast commitment to tackling one of India’s most pressing health challenges. Registering as an organ donor is a simple step, yet it holds the power to change and even save multiple lives. By this initiative, we aim to engage with our wider community and honour the compassionate individuals who choose to give the ultimate gift of life. We call upon every Indian to take this pledge and be part of a legacy that continues long after our time.”
On this initiative by Mankind, National Organ and Tissue Transplant Organization (NOTTO) deputy director, Dr Kanika Rastogi commented, “India’s low organ donation rate has left thousands of patients waiting for a second chance at life. This campaign by Mankind Pharma is an important step in addressing this shortage. By creating awareness and simplifying the process of registration, we can inspire more people to pledge. Just one donor has the power to save up to eight lives, a gift of hope that truly extends beyond our own.”
Medical experts – Dr. A.K. Bhalla (Sir Ganga Ram Hospital) and Dr. Neelam Mohan (Medanta) – addressed the humanitarian importance of organ donation, dispelled myths and highlighted the vast demand-supply gap in organ availability. They lauded Mankind Pharma’s campaign and reiterated that such social awareness initiatives are vital to spreading the message on the need to donate organs.
The video campaign featuring Amitabh Bachchan serves as a clarion call to the nation, urging Indians to make an invaluable promise that can save the lives of many. By leveraging the megastar’s influential voice and Mankind Pharma’s commitment to healthcare advancement, the initiative seeks to create a lasting impact on public consciousness about the importance of organ donation.
This World Organ Donation Day, Mankind Pharma calls upon every Indian to consider the profound impact they can have on society by taking the simple yet meaningful step of registering as an organ donor. The campaign reinforces that the legacy of giving extends far beyond one’s lifetime, creating ripples of hope and healing for generations to come.
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.
