Ad Campaigns
Hrithik Roshan sparks #BeatTheLimits campaign as BeatXP brand ambassador
Mumbai: BeatXP, India’s fastest-growing D2C fit-tech company, has onboarded the Indian superstar Hrithik Roshan for endorsing its latest line-up of massagers. The partnership comes at a pivotal juncture as the demand for fitness and health gadgets soars. Hrithik Roshan’s alignment with BeatXP is poised to fortify the brand’s standing in the body massager domain. Ranked among the top three brands for body massagers in the country, BeatXP’s resonance with Hrithik Roshan’s health-conscious lifestyle mirrors its commitment to advanced wellness solutions. His partnership underscores a significant leap in advocating the essence of self-care and revitalisation. Hrithik will take center stage in promoting an innovative array of massagers through the upcoming #BeatTheLimits campaign.
The impactful “#BeatTheLimits” campaign encapsulates the essence of transcending mediocrity, encapsulating BeatXP’s resolute mission to revolutionise the realms of fitness, relaxation, and vitality. By igniting this maiden campaign, BeatXP is ushering in an era of wellness technology that empowers individuals to rise above their constraints. At its core, the campaign is an invitation to break boundaries and surpass personal limits. Through this empowering movement, BeatXP’s innovative massager category serves as a catalyst for rejuvenation, offering individuals the means to rejuvenate, re-energise, and revitalise themselves. With #BeatTheLimits, BeatXP beckons individuals to journey beyond their comfort zones and discover new heights of well-being, all made achievable through the transformative potential of their state-of-the-art massagers.
Speaking on this collaboration, BeatXP business director Ashish Dhuvan shared, “We are thrilled to welcome Hrithik Roshan into the BeatXP family. His dedication to fitness and wellness aligns perfectly with our brand’s values. With the launch of the ‘#BeatTheLimits’ campaign, we aim to inspire individuals to transcend their limits and embrace holistic well-being.”
Expressing his excitement about the partnership, Hrithik Roshan said, “BeatXP’s unwavering dedication to provide health-care solutions truly impresses me. Their range of massagers is a remarkable step towards prioritising self-care in our dynamic lifestyles. This partnership resonates strongly with our shared commitment to holistic well-being and rejuvenation.”
BeatXP business director Aziz Alam, shared their perspective on the collaboration, stating, “Leveraging our partnership with the esteemed youth icon Hrithik, we anticipate a substantial outreach to our nationwide target audience. Despite being a leading massager brand in the country, the awareness surrounding massagers and their utility remains relatively modest. This collaboration not only elevates our brand’s presence but also serves as a pivotal tool for product and utility awareness expansion.”
BeatXP has introduced two flagship models – the Bolt Deep Tissue Massage Gun and the LegSense 360. These cutting-edge offerings are now available at exclusive launch prices on beatxp.com, with the Bolt Deep Tissue Massage Gun priced at just Rs 1,799, and the LegSense 360 available at an attractive price of Rs 14,999.
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.
