Ad Campaigns
Cipla Health’s Prolyte ORS launches World ORS day campaign
Mumbai: Prolyte ORS, the W.H.O. recommended Oral Rehydration Salt (ORS) formulation from Cipla Health Limited (‘CHL’), the wholly owned subsidiary and fast-moving consumer wellness arm of Cipla Limited (BSE: 500087; NSE: CIPLA EQ); has announced the launch of its latest campaign for its product Prolyte ORS- ‘W.H.O. recommended formula nahi, toh ORS Asli nahi’. It encourages consumers to choose their hydration beverage wisely for optimal results by choosing only W.H.O. recommended ORS formulations.
It is recommended to drink at least two litres of water daily, but busy lifestyles often make this challenging. This is where ORS becomes crucial. A path-breaking study* found that ORS’s Beverage Hydration Index (BHI) is 1.5 times greater than water, meaning ORS hydrates better than water even for normal individuals.
The campaign launched on World ORS Day (observed annually on 29 July), uses various touchpoints to create awareness about how beverages commonly assumed to be hydrating may not serve the purpose of hydration as they lack the requisite electrolyte content. Only W.H.O. recommended ORS formulations like Prolyte ORS serve as the gold standard in effectively tackling dehydration by restoring the body’s water and electrolyte balance. Starting with social media teasers and Out-Of-Home hoardings in Delhi, the campaign culminates in highlighting that the only W.H.O. recommended formula is the #AsliOrs. Prolyte ORS has partnered with the Indian Academy of Pediatrics (IAP) to educate travellers at Howrah and Sealdah stations about #AsliORS and the importance of optimal hydration and will also distribute Prolyte ORS samples to them.
Consumers will also be encouraged to take a pledge to stay hydrated and opt for #AsliORS in doing so. Additionally, the brand has also onboarded nutritionists and dieticians to showcase the use of Prolyte ORS in providing hydration while also being a healthy, low-calorie and tasty formulation to consume. This will also feature its newest introduction – the Prolyte ORS Tangy Orange Flavoured Powder Pack.
To drive public awareness about hydration and the importance of ORS in various regions, educational videos about ORS have been created with HCPs, integral stakeholders for the brand, in regional languages. Continuing Medical Education (CME) sessions for paediatricians are also being organised in Telangana. The campaign will also integrate this message via collaborations on radio and TV.
Commenting on the launch of the campaign, Cipla Health Ltd CEO Shivam Puri said, “Hydration is key for overall wellness and choosing the right hydration option is crucial to staying energized. As a champion of everyday consumer health, Prolyte ORS is our solve for India’s daily hydration needs. It is a W.H.O. recommended ORS formulation, and it comes in ten delightful flavours and has low sugar content. This makes it one of the healthiest beverages in the market which is not just enjoyable and refreshing but is an optimum drink for everyday consumption. Through our World ORS Day campaign, it is our goal to educate consumers to stay hydrated and choose W.H.O. recommended ORS formulations that are proven to be effective in doing so.”
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.
