Ad Campaigns
Freedom Rice Bran Oil highlights health benefits in new campaign
Mumbai: In the journey towards healthier living, choosing the right cooking oil can significantly impact well-being. Freedom Rice Bran Oil, rich in oryzanol, reduces bad cholesterol (LDL) while maintaining good cholesterol (HDL), making it a heart-healthy choice. Its balanced fatty acid profile, with equal polyunsaturated (PUFA) and monounsaturated (MUFA) fats, supports cardiovascular health.
With a high smoke point of approximately 232°C, rice bran oil suits various cooking methods, including frying, sautéing, and baking. Its neutral taste enhances the natural flavors of meals without breaking down at high heat.
At the International Conference on Rice Bran Oil (ICRBO) 2023, consultant nutritionist, Dr Rohini Sharma said, “Rice Bran Oil is very good for day to day cooking. It is a very healthy oil and more people should know the benefits of using the Rice Bran Oil. Rice Bran Oil has a balanced fatty profile with PUFA and MUFA in the ratio of 1:1, and very low saturated fatty acids. It is rich in nutraceuticals – Oryzanol, tocopherol, and tocotrienols which are natural Antioxidants. Oryzanol present in Rice Bran Oil reduces Bad Cholesterol (LDL) and maintains Good Cholesterol (HDL). We all should shift towards making a healthier choice in our kitchen by switching to Rice bran oil.”
Nurture Health Solutions, registered dietitian and founder, Dr Sheryl Salis added, “We recommend people to use Rice Bran Oil, as it is Made in India and ideally suited to our Indian palate. The National Institution of Nutrition (NIN), ICMR, WHO, and several heart organisations have regularly promoted the use of Rice Bran Oil. In clinical practice, we are witnessing a lot of young people suffering from diabetes and heart diseases. We are constantly copying Western countries and are not focusing on our products like Rice bran oil.”
Freedom Rice Bran Oil’s campaign, ‘Cholesterol ki Safai ka Specialist’, emphasises its ability to manage cholesterol levels. Homemaker Saraswathi shared, “Using rice bran oil has transformed the way I cook. It adds a lightness to dishes that my family loves, and I feel confident knowing it supports their overall health. The oil’s ability to create a crisp, light texture in fried foods allows me to prepare comforting meals without compromising on nutrition.”
Freedom Rice Bran Oil’s senior vice president – sales & marketing, P Chandra Shekhara Reddy said, “More than just a cooking essential, Freedom Rice Bran Oil has become a trusted ally for health-conscious consumers. With over 10,000 ppm of oryzanol, we are dedicated to providing a product that supports both taste and wellness. Our focus on quality and nutrition empowers consumers to make informed choices, contributing to a healthier and more vibrant lifestyle.”
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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.
