Ad Campaigns
Alkem Laboratories’ ‘Healthy Lungs’ campaign aims to clear the air
Mumbai: With the onset of winter, India’s air quality takes a dangerous plunge, exposing its citizens to heightened levels of pollution and a surge in pulmonary stress. As the world grapples with environmental challenges, Alkem Laboratories spread awareness about the harrowing issue of winter pollution and its adverse effects impacting stress on lungs called pulmonary stress through its campaign ‘Healthy Lungs.’
Winter in India not only brings chilly temperatures but also an alarming rise in air pollution. Recent studies reveal that 14 out of the 20 most polluted cities globally are located in India, with air pollution levels escalating during the winter season. This, in turn, contributes to rising cases of pulmonary stress causing exacerbations of Chronic Obstructive Pulmonary Disease (COPD) and asthma, during the colder months. Data from the World Health Organization underscores the urgency of this campaign, indicating that over a million people succumb to air pollution-related diseases in India annually.
Alkem Laboratories Ltd president and head of acute business Sudipta Roy expressed the importance of their ongoing campaign, ‘Healthy Lungs,’ which can be accessed at www.thehealthylungs.com. Mr. Roy stated, “The statistics are staggering. Air pollution in India resulted in 1.67 million deaths in 2019, marking the largest pollution-related death toll in any country worldwide. The economic losses associated with this crisis amounted to a staggering $36.8 billion. We cannot afford to turn a blind eye to these alarming figures.”
What sets India apart is the extent to which air pollution exceeds international guidelines. On average, India’s cities surpass the World Health Organization’s recommended limits for PM 2.5 in the atmosphere by a staggering 500 per cent. This dangerous phenomenon can be attributed to emissions from vehicular traffic, the burning of fossil fuels in households, particularly by economically disadvantaged families, and the fumes emanating from waste burning. The consequences are devastating, especially for those living in densely populated urban areas.
‘Healthy Lungs’ aims to raise awareness about the gravity of the situation and empower citizens with the knowledge and tools to protect their respiratory health during the challenging winter months. The initiative will focus on advocating for cleaner air and providing guidance on mitigating exposure to harmful pollutants. The initiative also conducts >600 camps and clinics across India to facilitate early diagnosis and treatment of respiratory ailments. These timely interventions have started making a significant difference in managing respiratory conditions like Asthma and COPD. Additionally, Alkem Laboratories will work towards promoting research and development in the field of respiratory medicine to provide innovative solutions and therapies for those affected by pulmonary stress.
“By launching this campaign, Alkem Laboratories Limited is taking a proactive role in combating the dire consequences of winter pollution in India. The company believes that every individual has the right to breathe clean and healthy air, regardless of the season. Together, we can make a significant impact in reducing the pulmonary stress that plagues our nation during the winter months,” added Sudipta Roy.
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.
