Ad Campaigns
AS-IT-IS Nutrition launches “Desh Ka Junoon” campaign
Mumbai – As India gears up to celebrate its 77th Independence Day, AS-IT-IS Nutrition, a leading name in the health and fitness industry, proudly announces its latest campaign, “Desh Ka Junoon.” This campaign highlights the spirit of dedication and pride that fuels every Indian’s heart.
The “Desh Ka Junoon” campaign features an inspiring narrative that resonates with the values of hard work, determination, and patriotism. It follows a young man who, on the early morning of Independence Day, prepares for the day with the same energy and pride that drives the nation forward. As he consumes AS-IT-IS Whey Protein and sets out for an Independence Day marathon, the campaign captures his journey of perseverance and patriotism, culminating in a powerful flag hoisting ceremony.
Speaking on the occasion, AS-IT-IS Nutrition co-founder & director Himmath Jain expressed his pride in the campaign, stating, “Independence Day is not just a date on the calendar; it is a reminder of the relentless spirit that defines our nation. ‘Desh Ka Junoon’ embodies this spirit, showcasing how our products support every individual’s journey towards fitness and health. Just as our ancestors fought for our country’s freedom, today’s youth are fighting for their personal health and well-being, and we are proud to be a part of that journey.”
AS-IT-IS Nutrition co-founder & director Arvind Jain added, “Our products are designed to provide pure, unadulterated nutrition to everyone who seeks to achieve their fitness goals. The ‘Desh Ka Junoon’ campaign is a reflection of our commitment to supporting every Indian in their quest for a healthier life. We believe that good health is the foundation of a strong nation, and through this campaign, we want to inspire everyone to take charge of their fitness, just as we take pride in our nation’s independence.”
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.
