Ad Campaigns
Cure.fit features celebs in campaign ‘For The Love Of Fit’
MUMBAI: Cure.fit, the health and fitness destination that empowers well-being across physical and mental fitness, has partnered with Happy mcgarrybowen to launch its first-ever brand campaign, #ForTheLoveOfFit.
It aims to establish cure.fit as a holistic fitness brand with three verticals on offer — cult.fit, eat.fit and mind.fit.
#ForTheLoveOfFit ties the digital-led campaign together across multiple digital platforms. The campaign will also make its way to cinema screens, print and OOH.
The film employs a clever wordplay device to show the various aspects of getting and staying fit through physical exercises, meditation and healthy food – all of which are available on the cure.fit app. Some of the most popular poster-people of fitness like Tiger Shroff, Milind Soman and a few others also feature in quick cameos throughout the film.
Speaking on the new campaign, Cure.fit co-founder Ankit Nagori says, “Wellness requires personal commitment, but the busy individual of today needs easy access to the avenues for getting fit. What we want to communicate with the video is simple – you bring the passion and commitment for your well-being, Cure.fit makes it convenient for you to achieve your health goals through our holistic health solutions. Happy mcgarrybowen has done a commendable job of helping us reach our core audience.”
Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “Cure.fit has started a revolution in fitness space from the day they set out, nearly two years ago. With a unique offering that covers physical, mental and dietary fitness, it’s a wholesome look at healthy living; unlike any other in the wellness ecosystem.There is more than one dimension to fitness, and it always doesn’t have to be hard, painful and serious.Cure.fit breaks that barrier and invites people to get their share in the way most comfortable to them.The film aims to represent the entire gamut of offerings from the Cure.fit app, also trying to get people to think of fitness in a more fun and accessible way.”
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.
