Ad Campaigns
ACHE & DAAD launches “Nasha Mukti Indradhanush Abhiyan India” campaign
Mumbai: In a resounding effort towards a tobacco-free future, the “Nasha Mukti Indradhanush Abhiyan India” is galvanising the nation with its signature campaign. Launched by the Asian Coalition for Health Empowerment (ACHE) in collaboration with Doctors Against Addiction (DAAD), this campaign is garnering unprecedented support from medical professionals and the public, paving the way for a healthier, addiction-free India.
Over the past eight months, the campaign has seen a remarkable response, with more than 1,000 medical doctors, public health experts, and undergraduate (UG) and post-graduate (PG) medical students signing on to support the initiative. These signatures are being compiled and shared with health organisations and policymakers, including the prime minister’s office (PMO), to advocate for stringent measures in tobacco cessation.
Indian Medical Association (IMA) former general secretary Dr Narender Saini asserted, “The Nasha Mukti Indradhanush Abhiyan India is not just a campaign; it’s a movement towards a healthier future. The campaign embodies a comprehensive strategy to eradicate the grip of tobacco addiction while advocating for stricter policies to curb tobacco use and other harmful substances. We are witnessing a dynamic shift in how tobacco cessation is approached. The collective efforts of our dedicated healthcare professionals and the broader community in dispelling myths and fostering awareness are crucial steps toward a healthier society.”
The campaign’s focus extends beyond tobacco, targeting addictions like drugs, alcohol, and even smartphone overuse. It aligns with the United Nations’ sustainable development Goal-3 (SDG-3), which emphasizes ensuring healthy lives and promoting well-being for all ages, embodying a preventive and curative approach to tackle the crisis.
BLK-MAX Super Speciality Hospital Delhi, senior consultant, pulmonary medicine, Dr Pawan Gupta emphasised the campaign’s comprehensive approach, saying, “We are witnessing a paradigm shift. Our strategy integrates global best practices with local insights, ensuring a robust framework for tackling addiction. By uniting healthcare professionals and concerned citizens, this campaign creates a powerful voice to advocate for better health practices and policies. This holistic approach is crucial for achieving our goals and making a lasting impact on public health.”
Subharti Medical College, Meerut, assistant professor, department of physiology, Dr. Sunaina Soni echoed, “The overwhelming response from the medical community indicates the campaign’s importance. The signatures we’ve gathered will drive significant policy changes, making a tangible difference in the fight against addiction. Through this campaign, we’re not just collecting signatures; we’re inspiring hope and accountability. It’s about empowering individuals and communities to believe in and strive for a tobacco-free future.”
The “Nasha Mukti Indradhanush Abhiyan India” campaign unites healthcare professionals and citizens to combat addiction, driving significant policy changes. With growing support, the campaign aims for a healthier, addiction-free India. The collected signatures and stories are shared with health organisations and policymakers, including the prime minister’s office (PMO), to advocate for stringent tobacco cessation measures and improved public health policies.
1. De-addiction: Aiming to free individuals from tobacco, drugs, alcohol, and smartphone addiction.
2. SDG-3 advancement: Striving to ensure good health and well-being for all, in alignment with Sustainable Development Goal-3(SDG-3).
3. Myth dissemination: Raising awareness to dispel myths surrounding harmful addictions.
4. Individual assistance: Offering guidance and support to individuals seeking better health and a happier life.
5. Global strategies: Implementing international strategies to combat addiction.
6. Consultative approach: Developing successful intervention modules for smoking cessation.
7. Policy strengthening: Advocating for policies that promote harm reduction, aiming for an addiction-free India.
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.
