Ad Campaigns
Gaia Good Health’s #ThingsYouGiveUp trends on social media
MUMBAI: Health food brand Gaia Good Health took social media by storm with its latest digital campaign #ThingsYouGiveUp, which was created by Xebec Digital.
The campaign #ThingsYouGiveUp saw people share stories with the brand about the various things they give up in pursuit of their dreams and ambitions.
The social media chatter created by the campaign resulted in a nationwide trend for two days.
Speaking about the campaign, Gaia Good Health CEO Dolly Kumar said, “Today’s individual is aspiring and does not mind giving up health on occasions to meet daily targets and achieve dreams. But there is always a room to compensate by making those smart choices. That’s where Gaia wanted to fit in.”
Xebec Digital CEO Sowmya Iyer added, “The idea was to make people realise that in this faced-paced life, health knowingly unknowingly does take a beating. That’s where Gaia as a health brand ran a contest on twitter asking people to share their stories where they have given things up to achieve their goals.”
“The contest was designed in such a way that people started realising how they neglect health. The brand started receiving stories of confessions and resolutions to walk the path to good life,” said Kumar.
As the brand asked people to share their story of compromises, its social pages saw people confessing and then realising the importance of health through the #ThingsYouGiveUp campaign.
The ball was set rolling on 1 December as people started identifying with the campaign and Gaia’s handle started receiving tweets like “Skipped breakfast to make it to work on time,” “Gave up Zumba lessons for studies” and “Gave up spending time with my family for work,” among others.
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.
