Ad Campaigns
Diataal and Malaika Arora join forces and launch the digital campaign
Mumbai: Diataal D, an emerging multi-vitamin brand has roped in Malaika Arora in its latest campaign #DilChaheSirfDiataalD. Diataal D is a highly efficacious and differentiated multivitamin with added Vitamin D.
#DilChaheSirfDiataalD campaign leverages tongue-in-cheek humour to drive home the message about the importance of vitamin D for well-being and a healthy heart. Through this campaign, Malaika urges consumers to switch to Diataal D, a highly efficacious multivitamin with added vitamin D. Malaika will be seen endorsing Diataal’s range of nutritional supplements and the collaboration is expected to strengthen Diataal’s presence among health-conscious consumers across India.
Diataal D is marketed by USV Consumer which also markets Sebamed range of personal care and baby care products in India. Diataal range of products is part of its newly launched food & nutrition division.
USV Consumer (Sebamed) president Shashi Ranjan shared, “We are committed to bringing positive changes in the lives of consumers by offering science-backed highly efficacious beauty and wellness products. Food & Nutrition is the latest addition to our consumer business portfolio with a mission to transform the well-being of our consumers. We are thrilled to have a wellness enthusiast like Malaika Arora on board as the brand ambassador for the Diataal range of supplements and I am sure this will bolster our presence amongst millennials.
Speaking on her association Malaika said, ”I strongly believe that a healthy physique and a strong heart reflect one’s personality. The #DilChaheSirfDiataalD campaign emphasizes the significance of vitamin D in promoting a healthy heart and overall well-being, presented in an easily comprehensible manner. I prioritize my fitness and overall health by incorporating Diataal D into my daily routine—a multivitamin enriched with vitamin D, safeguarding both my heart and immunity. I am excited to be part of this journey that empowers consumers to make informed choices. Make a meaningful difference in your life by switching to Diataal D”
Marketing head for Nutrition, Shardul Bist shared “#DilChaheSirfDiataalD campaign starts with a backdrop of a reality show and it leverages tongue-in-cheek humour to highlight the importance of Vitamin D for wellbeing and a healthy heart. We are ecstatic to have an actor and an inspirational wellness enthusiast like Malaika Arora on board. I am confident that this will resonate well with our audience and will persuade them to switch to Diataal D, a multivitamin with added vitamin D, for their overall health and well-being
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.
