Ad Campaigns
DaMENSCH launches #SupportDaMEN campaign with BetterLyf
Mumbai: India’s fastest-growing D2C essential menswear brand DaMENSCH has launched a brand-new campaign addressing an issue often shrouded in silence and ignorance, mental health among men. The week-long campaign, kickstarted on International Men’s Day, brings into light the fact that most men are taught to put up a brave face and bottle up their true feelings, even though talking about the same can help significantly. Referring to a World Health Organization (WHO) report claiming that nearly 5,23,883 men committed suicide in 2019 due to reasons often tracing back to mental health, DaMENSCH released a campaign video portraying how men hide their true feelings in a bid to appear strong before the world.
“Stats suggest that there is a compelling need for men to come out of the shackles of inhibitions and be vocal about their true feelings, which often get overshadowed by the façade of being ‘strong’. It is equally important for those around them to understand their perspectives and challenges. While we await that change, it’s high time we were mindful about ourselves and our loved ones, by putting an effort to hear the unsaid. #SupportDaMEN is a call for a helping hand that can make a drastic difference in each man’s life,” said DaMENSCH co-founders Anurag Saboo and Gaurav Pushkar on the launch of the initiative, referring to it as a week full of breaking stigmas, learning to speak up and embracing vulnerability.
DaMENSCH, a homegrown brand changing the perception around men’s essential wear, has also partnered with virtual therapy provider BetterLyf as part of the #SupportDaMEN campaign. The partnership would facilitate virtual therapy for men seeking assistance and expert guidance with respect to their mental health concerns. A live session on Instagram is also scheduled later this week to reach out to and establish a connect with those seeking mental wellness, or those with questions related to mental health issues.
BetterLyf founder Varun Handa said, “Men’s mental health usually remains unaddressed owing to the social stigmas and also lack of self-realization or awareness. While the foremost step is to acknowledge the existence of mental health concerns, the real strength lies in understanding and seeking help. We are proud to join forces with DaMENSCH to trigger conversation around men’s mental health, and are committed to making a significant difference in this regard.”
The latest initiative by DaMENSCH, India’s fastest innerwear-first brand to cross Rs 100 crore mark and the only in the segment with 25 exclusive retail outlets, comes almost two months after the brand launched the month-long #SoSoft campaign. The aim of the campaign was to encourage men to embrace their vulnerability, emotions, and thus their soft side. Instead of being preachy, the campaign was designed with a touch of fun and humour.
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.
