Ad Campaigns
LupinLife’s Corcal Bone & Beauty to bring #Beautifullystrong real women to the ramp
MUMBAI: LupinLife’s Corcal Bone and Beauty has announced collaboration with Lakme Fashion Week to celebrate #beautifullystrong women across India at the upcoming Lakme Fashion Week Summer/Resort 2019 edition. Marking its launch in India, the Corcal Bone & Beauty show will bring strong and beautiful women to walk the ramp through an online audition for women across India.
LupinLife Consumer Healthcare head Anil V Kaushal said, “It’s often seen that women’s health doesn’t receive the attention it deserves. With demanding and multifaceted roles, from homemakers to working women, women’s health usually takes a back seat. Corcal Bone & Beauty is true health and beauty partner of all women which helps them prioritise health – focusing on being healthy within to stay beautiful. Everyone is beautiful the way they are but only good health from within can help stay that way. To create awareness about the link between inner health and beauty, we are delighted to partner with Lakme Fashion Week to showcase a very beautiful collection by designer Rina Singh of Eka as well as have women tell their stories of inner strength and beauty.”
Speaking on the association, Corcal brand ambassador and Bollywood actor Kareena Kapoor Khan said, “I believe age or life stages should not affect a woman’s career. It’s important not to limit yourself. Women can do it all and I have always enjoyed playing various roles on reel – a warrior princess, model, mother just the way I do in my real life. All of this has been possible because I focus on being healthy inside to stay beautiful outside. Corcal Bone & Beauty health supplement for women helps them to be healthy within and stay beautiful outside.”
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.
