Ad Campaigns
Indian Paperless League promotes digital health records using cricket with DRiefcase.
Mumbai: DRiefcase, India’s first Ayushman Bharat Digital Mission (ABDM) enabled health locker and PHR app, is proud to launch their latest campaign, the “Indian Paperless League” (IPL). The IPL aims to raise awareness about the importance of digitising medical records and simplifying healthcare for people by providing them with a bright, safe, and secure platform for digitally managing health records. The campaign promises to be engaging and interactive, featuring various daily activities that include fun quizzes, informative videos from medical professionals, and industry experts sharing their valuable insights on the importance of health record digitisation. An immersive and dynamic campaign like this will captivate and educate audiences, ensuring widespread adoption and awareness of this essential technology.
DRiefcase co-founder Harsh Parikh said, “Our vision is to make access to digital health easy for all, and with the Indian Paperless League, we are using cricket to take our message to the masses. This campaign aims to raise awareness about the importance of digitising medical records, simplifying healthcare, and thereby making quality healthcare accessible to all. We are extremely excited to launch this campaign simply because nothing like this has been done before to promote our message, for example using a rap video to promote a health-tech brand. But we feel that it is also important that we do so, so that we can connect better with today’s youth”
In addition, DRiefcase will offer its users exciting rewards for performing various activities such as uploading records, creating ABHA IDs, etc throughout the campaign, on a daily basis as well as a grand prize at the event’s culmination for the “Player of the Series”.
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.
