Ad Campaigns
Fast&Up launches “The Hydrating Heroes” initiative
Mumbai: Considering the alarming findings of the National Centre of Disease Control (NCDC) report, which revealed 46 heat-related deaths and 19,189 suspected heat stroke cases in May 2024 alone, Fast&Up, an electrolyte and energy brand, is proud to announce the launch of The Hydrating Heroes initiative. This ambitious program pledges to provide essential hydration and energy to one million daily heroes during the summer of 2024, addressing the increasing frequency and intensity of heat waves and heat stroke cases.
Fast&Up has partnered with organisations such as Hemkunt Foundation, Blue Dart and Robin Hood Army to distribute the popular and trusted electrolyte drink, Fast&Up Reload.
Fast&Up’s commitment extends to a diverse group of heroes, including daily delivery partners, police and postal service members, construction workers, support personnel and essential ground support and maintenance staff in aviation. Fast&Up has this initiative for the past two years and is committed to continuing it in the years to come, ensuring our heroes are always supported. Fast&Up rest assured, no matter the heat, we will be there to provide hydration and energy.
Our everyday heroes work tirelessly to serve our communities, often in challenging summer conditions,” said Fast&Up CEO Vijayaraghvan Venugopal. “With the rising temperatures and heatwaves, it’s crucial to ensure they stay hydrated and energized. The Hydrating Heroes Initiative is our way of giving back and thanking these incredible individuals. We are committed to supporting them with our best-in-class hydration solutions, and we invite everyone to join us in this endeavour. Together, we can make a significant impact and ensure that our heroes are well-equipped to handle their demanding roles, even in the toughest climatic conditions.”
Fast&Up Reload is designed to power up your water with five essential electrolytes, ensuring that individuals feel energized and hydrated within minutes of their first sip. This product hydrates twice as fast as water alone and contains ten times less sugar than other energy drinks, making it a healthier choice for staying refreshed and revitalised during demanding tasks.
These partnerships ensure that Fast&Up’s hydrating and energizing solutions reach those who need them most, especially during the scorching summer months.
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.
