Ad Campaigns
How action hero Tiger Shroff makes the pain go away
NEW DELHI: Global healthcare company Abbott has unveiled a digital film and television commercial (TVC) starring Bollywood action hero Tiger Shroff to launch its new Brufen Power spray.
The ad film reinforces the benefits of Brufen Power spray’s double-strength formulation of proven pain-relieving active ingredient diclofenac, delivered with a one-shot spray that ensures only the needed amount is sprayed on. This minimises wastage and ensures at least 800 sprays.
With the launch of Brufen Power spray, a topical analgesic, Abbott expands its Brufen portfolio, which is over 40 years old in India.
Abbott’s campaign outlines how Brufen Power spray offers quick and effective pain management, with double-strength diclofenac, and key pain-relieving ingredients methyl salicylate and menthol. The film showcases Tiger Shroff in the midst of a strenuous fitness routine, showcasing the power of targeted pain relief in enabling swift recuperation. This is captured in the brand proposition, ‘Seedha dard pe kare vaar’.
“Abbott has always strived to create scientifically proven solutions to address health needs, so people can live better and fuller lives,” said Abbott medical affairs director Srirupa Das. “Fast-paced lifestyles place greater demands on us, and people need solutions that provide quick relief from strong pain, while also ensuring low wastage. The new Brufen Power spray directly targets the source of pain with a unique formula. The metered dose in the compact pack and the unique spray mechanism fulfils the need for a solution that is easy to use and is effective.”
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.
