Ad Campaigns
NatureFresh uses Dhoni in-film ad saying ‘Raho Har Pal Active’
MUMBAI: NatureFresh Acti-Lite has partnered with the movie MS Dhoni to take forward the new brand thought of ‘Raho Har Pal Active’ through in-film placement and a 360 degree plan.
The brand has planned activities for its consumers, retailers and employees. Activities includes TV campaign, Employees Meet & Greets with the star cast of the movie MS Dhoni, Retailer Engagement activities, movie tickets and giving away attractive merchandise along with social media contest called #Captain Active for consumers to post their stories, velfies and selfies. In-office activities include – Hunt for the Most Active Cargill Employee.
Research has shown that the desire to eat low-fat food is an unmet need with modern, middle-income families which want to opt for healthier lifestyles and food choices. With this fast growing segment of health-conscious families with busy routines, the need of the hour was an oil that supports their active life. Nature Fresh Acti-Lite is India’s first oil for low fat cooking that promises an active life.
MS Dhoni is a role-model meeting the ambition of aspirant middle-class. The ethos of his personality and that of NatureFresh Acti-Lite is what makes him a perfect fit for the brand.
Cargill Foods India chief marketing officer Neelima Burra, said, “Associating NatureFresh Acti-Lite with the movie MS Dhoni is like a perfect handshake of common ideology. Embedded advertising or in-film placement is one of the trending ways to execute this ambition.”
The TVC can be viewed at – M.S. Dhoni – The Untold Story | Nature Fresh ActiLite
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.
