Ad Campaigns
BBH India creates live radio spots for Abbott
MUMBAI: BBH Mumbai has released a case study on the first ever live radio spots for Abbott’s The Race of Possible’ campaign, which received overwhelming response in India.
Here’s some background to the case study.
Abbott launched ‘The Race of Possible’ campaign as part of its global brand campaign – ‘Life to the fullest.’
The campaign celebrates people who have lead healthier, fuller lives because of Abbott’s breakthrough products and innovations.
As a part of the integrated campaign, BBH was tasked to drive local relevance through radio. BBH created a radio campaign that was recorded live across three locations in India.
Using real people with real medical conditions, audio was captured when these patients performed three different high adrenaline sports, pushing their physical boundaries.
“We’ve all done thousands of radio spots before, generally, in a studio, with trained voices acting out a situation. In this case our studios were Goa, Bir and Ladakh and our voices were real patients who were really white water rafting, paragliding off a cliff and running a marathon in the Himalayas. Establishing the authenticity of what we were doing was incredibly important and working with Resul on this project has been a masterclass in audio craft. His approach to the reality of the experience, his commitment to excellence and his technical inputs have been inspiring. And then Bejoy did a tremendous job of capturing this reality, in a cinematically exciting way. It could very easily have been a very scrappy making of video and while these are technically still making of in nature, they are cinematically a joy to watch,” said BBH India managing partner Russell Barett.
To extend the campaign to a larger audience, BBH captured ‘the making of’ the radio spots. The digital films, released on 19 September, 2016, have received overwhelming response, with over 2.6 million views and growing activity across social media networks.
The stories were also taken to outdoors across Mumbai and Delhi.
BBH collaborated with the best in the business on the campaign – with Oscar winning sound designer Resul Pookutty, acclaimed filmmaker Bejoy Nambiar and National Film Award Winner DOP Rajeev Ravi.
CREDITS:
Client: Abbott Healthcare Pvt. Ltd.
Agency: BBH Mumbai
Chief Creative Officer & Managing Partner – Russell Barrett
CEO & Managing Partner – Subhash Kamath
Creative Director – Sapna Ahluwalia
Copywriter – Yohan Daver, Shivani Krishan
Art Director – Sapna Ahluwalia
Executive Producer – Rahul Kulkarni
Business Head – Delon Mascarenhas
Sr. Business Partner – Tejal Turakhia
Business Partner – Shivani Dand
Strategy Director – Soumitra Patnekar
Senior Strategist – Naina Meattle
Production House – Black Sheep Live
Head of Production – Niddhish Puuzhakkal
Sound Mixer / Designer – Resul Pookutty
DOP – Rajeev Ravi
Director – Bejoy Nambiar
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.
