Ad Campaigns
GSK’s new campaign for refurbished Horlicks
NEW DELHI: GSK Consumer Healthcare (GSK) has re-launched its health food drink Horlicks with 2X Immuno Nutrients. The new and improved Horlicks is enriched with immunity supporting micro-nutrients that support the body’s natural defence mechanism says the company. A new campaign will be supported by an extensive 360 degree campaign.
A TVC by JWT themed “Baandho nahi bachpan ko” which showcases how strong immunity is the foundation of growth’ will be establishing the thought of “Andar se strong, bahar se growth”, Horlicks urges mothers to let children live an unshackled childhood by making them strong inside. Media buying is by Mindshare.
Talking about the new product, GSK head of Marketing for Nutritional & Digestive Health Prashant Pandey said, “Science forms the core of our product portfolio that ensures we are relevant all the times and are able to address the nutritional needs of consumers. The new and improved Horlicks now has 2X Immuno Nutrients scientifically proven to support immunity to help the body’s natural defense system and further strengthen our leadership in the HFD category. Research has shown that low immunity can obstruct the overall growth in children leading to hindrances in day-to-day activities including everyday attendance in school. We are happy to be addressing these issues that are critical to the mental & physical growth of children thereby committing to our product proposition of making child strong from inside so that they grow taller, stronger and sharper.”
GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. It claims that its marketing and distribution network comprises over 700 distributors and a direct coverage of over 8 lakh retail outlets.
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.
