MAM
Abbott launches New Ensure™ #StrongerTogether Campaign – Encouraging India to #Stand4Strength
MUMBAI: Abbott, the maker of Ensure™ has unveiled a new television ad film as part of its integrated #StrongerTogether campaign — capturing the concerns of people over 40 who are dealing with loss of muscle and strength. The film leverages the chemistry of real-life couple and popular actors, Ram and Gautami Kapoor, to bring alive a day in life of a modern-day family.
Adults over age 40 lose 8% of their muscle every decade and are at a greater risk of facing restricted abilities in fulfilling everyday tasks or actions such as walking, taking the stairs or lifting objects in later years.
“#StrongerTogether is an integrated campaign which started with a simple but effective chair challenge called Stand4Strength, which helped people understand whether muscle loss has set in by simply trying to stand up from a chair using one leg, with arms across the chest”, said Vikash Prasad, managing director and general manager of Abbott’s nutrition business in India.
“The #StrongerTogether challenge aims to help raise awareness about how muscle loss can set in as early as 40 years: if you are in your 40’s or 50’s and can’t stand up from a chair on one leg now, you risk not being able to walk in your 70’s. While the challenge highlighted the problem, we aim to bring awareness to this challenge through a film that shows how strength can be maintained through nutrition. We want to encourage people to live their healthiest and most fulfilled lives – without compromise,” Prasad added.
The #StrongerTogether film features real life couple — Ram and Gautami Kapoor — who are celebrating their wedding anniversary. At the behest of their daughter, the father agrees to whip up a special meal but reneges on his promise when fatigue and tiredness sets in by the end of the day, disappointing both his wife and daughter. The film then goes on to portray the science of using nutrition to regain strength in eight weeks. Ensure endeavours to alleviate these issues by offering the right balance of micro and macro nutrients that help provide bone and muscle strength, boost immunity and provide energy.
The ad film – created by Abbott in partnership with Leo Burnett India – can be seen here https://youtu.be/Kqysz1Nw24U and on various media platforms including social, digital media & e-commerce. The film will run across major Hindi and regional general entertainment channels along with movies and news channels. The campaign will also be promoted across YouTube, Facebook and point of sale outlets.
Ensure is synonymous with complete, balanced nutrition. It is the only brand that focuses singularly on the needs of the 40+ adults who face loss of muscle and strength with age.
MAM
Smytten appoints Shishir Varma as CEO of Pulseai Research
Rebranded AI platform scales with 150 plus clients and 30 million users.
MUMBAI: In a world obsessed with what consumers say, Smytten is betting on what they actually do. The company has appointed Shishir Varma as chief executive officer of Pulseai Research, signalling a sharper push into AI-led, behaviour-driven consumer insights. The move comes as Smytten rebrands its insights vertical from Smytten PulseAI to Pulseai Research, marking a shift away from traditional, project-based research towards a more continuous, intelligence-led model.
Varma brings over 30 years of global experience across APAC markets, including India, China and Japan. Most recently managing director, Insights at Kantar Japan, he has built and scaled consumer insight businesses across geographies, including playing a key role in establishing Millward Brown in India. His mandate now: turn Pulseai into a category-defining platform in a space still dominated by surveys and static reports.
The pitch is straightforward but ambitious. Instead of relying on claimed responses, Pulseai Research taps into observed behaviour leveraging Smytten’s ecosystem of 30 million users built over a decade of product discovery, trials and purchases. The idea is to close the long-standing gap between what consumers claim and how they actually behave.
The numbers suggest early traction. In under 18 months, the platform has onboarded over 150 enterprise clients across sectors, pointing to growing demand for faster, more reliable alternatives to legacy research models.
Under the hood, the platform blends behavioural data with AI and large language model-led analysis to deliver real-time sentiment tracking, scalable qualitative insights, faster quantitative studies and always-on brand intelligence. In practical terms, that means compressing research timelines from weeks to days without sacrificing depth.
The ambition extends beyond FMCG. Pulseai Research is positioning itself as a cross-category intelligence layer, spanning auto, education, gadgets and emerging consumer segments anywhere behaviour-rich data can sharpen decision-making.
For Smytten, the leadership hire is less about optics and more about direction. With Varma at the helm, the company is leaning into a simple but powerful premise: in the age of AI, insight isn’t just about asking better questions, it’s about watching more closely.
