Ad Campaigns
Anytime Fitness brings ‘BE FIT FEST’ campaign
Mumbai: Anytime Fitness, a globally acclaimed fitness brand with a widespread presence across PAN India, proudly announces the launch of the second season of ‘BE FIT FEST’, an annual campaign of the franchise organisation. BE FIT FEST, initiated in 2022, has become a flagship event, bringing fitness enthusiasts together and promoting a healthy lifestyle nationwide.
This year, Anytime Fitness is thrilled to kick off ‘BE FIT FEST’ in the New Year with a ground-breaking move, through the introduction of a powerful artificial intelligence video. This innovative step marks a significant milestone for the brand, positioning as pioneers in leveraging technology to promote fitness and well-being.
The AI-powered video focuses on bad choices that led humankind to the year 2042 when humans are unable to escape the matrix of ill health that they have created around themselves over the years. The target audience for this video is essentially the youth of the country. With an increasing fascination with technology, they have lost touch with reality and doing things more physically rather than virtually. This National Youth Day, Anytime Fitness aims to bring their attention to being a fitter version of themselves by making the right choices today for their future. Hence, the #YourChoiceYourFuture seems fitting for a campaign with a deep-rooted message.
Anytime Fitness MD Vikas Jain said, “BE FIT FEST aims to address the critical issue of diminishing physical activity among the youth of our nation, who are deeply immersed in the world of technology. The pervasive influence of digital content has led to a sedentary lifestyle, raising concerns about the long-term impact on their health and well-being.”
“Celebrating the spirit of National Youth Day, the core focus of our campaign is on the youth of our country, a generation that lives and breathes technology. An essential segment of our audience comes from the younger age group. Through an immersive AI video, we aim to create awareness about the importance of balancing digital engagement with physical activity and encouraging them to make smarter choices for their future. #YourChoiceYourFuture is the theme of the campaign as it emphasizes the pivotal role choices made today play in shaping a healthier future,” further added Jain.
The immersive AI video featured in BE FIT FEST will explore the future of the human species, captivating audiences with a visually compelling and thought-provoking experience. Anytime Fitness invites everyone to join this journey through the link – to promote well-being, make informed choices, and shape a healthier future.
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.
