Ad Campaigns
Akums unveils BHAROSA campaign celebrating 20 years
Mumbai: Akums Drugs & Pharmaceuticals Ltd, a contract development and manufacturing organisations (CDMOs), launches its 20th anniversary campaign, “BHAROSA – Two Decades of Trust, Going Strong.” The campaign marks an important milestone in its journey within the pharmaceutical manufacturing industry. Through the Bharosa campaign, Akums seeks to raise awareness about its steadfast commitment to sustainability and innovation, both of which align with the company’s long-term vision and core values.
In 2023, the Indian pharmaceutical market soared to a value of $22.7 billion. Projections indicate a robust trajectory, with expectations for the market to expand to $35.09 billion by 2028, showcasing a compound annual growth rate (CAGR) of 9.5 per cent during the period of 2023-2028. Akums’ success in the pharmaceutical industry is evident through its market leadership and commitment to innovation. With a market share of 9.3 per cent of the total addressable Indian domestic CDMO market by value and 8.8 per cent in the IPM market by volume in FY23, Akums has consistently demonstrated its leadership in the domestic CDMO market. Notably, its market share in the Indian domestic CDMO market surged to 29.4 per cent by value in FY23, up from 26.7 per cent in FY21.
Akums Drugs & Pharmaceuticals Ltd MD Sanjeev Jain, expressed his sentiments on the occasion, stating, “April 19, 2004 marks a significant milestone for Akums as we celebrate two decades of longstanding and trusted relationships. Our dedication lies in continuously inspiring and fortifying this trust while cultivating collaborative relationships with all our stakeholders. We work diligently to adapt to customer demands. Our commitment extends beyond products. We strive to develop innovative formulations, while undertaking initiatives to contribute to the communities in which we have our operations.”. “
Akums Drugs & Pharmaceuticals Ltd MD Sandeep Jain, echoed this sentiment, emphasising the company’s vision for the future, “Since its inception in 2004, Akums has established its commitment to innovation and excellence, manufacturing over 4,000 commercialised formulations across more than 60 dosage forms, across a range of therapeutic areas. With a focus on research and development, we developed over 200 formulations, addressing the evolving needs of our clientele. Akums is positioned to contribute to global healthcare solutions. Our 11 operating manufacturing units and four dedicated R&D facilities underscore our commitment to capacity and innovation. Supported by 24 in-house technologies and a team of 332 R&D scientists, we maintain an established track record of excellence in research and development. Looking ahead, our long-term vision for 2030 is to emerge as a global leader in pharmaceutical contract development and manufacturing, while steadfastly upholding our values of trust, excellence, and innovation.”
As the ‘Dream Employer of the Year’ in 2023 (as awarded by Times Ascent), Akums prioritises workforce development to ensure product safety and consistency. With a global presence spanning 53 countries, the company is backed by major certifications such as WHO-GMP, ISO 9001:2015, and ISO 14001:2015, along with various international accreditations. Acknowledged for its commitment to excellence, Akums has received many awards and accolades, including the India Pharma Award for Excellence in Contract Research & Manufacturing for 2021 by Informa Markets.
As Akums charts its course for continued growth and innovation, the Bharosa campaign highlights its position as a trusted and long-term resource to the pharmaceutical industry.
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.
