Ad Campaigns
iThrive introduces “Making Right Choices” initiative
Mumbai: iThrive, a pioneering leader in functional nutrition,proudly announces the launch of its new campaign, “Making Right Choices.” This initiative aims to educate individuals about the importance of building healthier lifestyle decisions and how these choices can prevent and reverse chronic health conditions.
Many people unknowingly adopt unhealthy habits from a young age. Often, parents inadvertently introduce their children to adulterated foods, fostering poor dietary choices that persist into adulthood. Despite the abundance of natural, nutrient-rich foods available, consumers are frequently misled by deceptive marketing practices from various brands.
Through this campaign, iThrive will dedicate its efforts to educating the public on how simple changes can lead to a healthier lifestyle. They will be collaborating with brands and influencers to spread the aim of the campaign to masses. The “Making Right Choices” campaign will feature a series of workshops, webinars, and social media activities designed to empower individuals with the knowledge and tools needed to make informed health decisions.
“We believe that awareness and education are the first steps towards a healthier future,” said iThrive founder and CEO Mugdha Pradhan. “Our goal with the ‘Making Right Choices’ campaign is to guide people away from unhealthy habits and towards a lifestyle that promotes well-being and longevity. By addressing the root causes of chronic health conditions and emphasizing the importance of functional nutrition, we can help individuals reclaim their health and lead fulfilling lives. This campaign is not just about temporary fixes but about making lasting, positive changes that will benefit people for years to come.”
India is at the forefront of countries battling non-communicable diseases (NCDs). Conditions such as diabetes, hypertension, thyroid disorders, and gut issues are alarmingly on the rise. iThrive’s vision is to heal the world by creating healthier, happier, and lifestyle-disease-free communities globally. To date, iThrive has successfully worked with clients dealing with over 174 different diseases.
iThrive’s head of marketing Sumeet Salve added, “This campaign is a call to action. We want to inspire individuals to take charge of their health by making conscious and informed choices. Together, we can create a ripple effect that transforms the health landscape of our communities. The ‘Making Right Choices’ campaign is about empowering people with the knowledge they need to make better decisions. We’re not just promoting a healthier lifestyle; we’re building a movement that prioritizes well-being and preventive care. We believe that with the right information and support, everyone can make choices that lead to a healthier, happier life.”
iThrive’s campaign will cover various aspects of healthy living, including diet, exercise, mental wellness, and preventive healthcare. The educational content will be disseminated through multiple channels to ensure broad reach and engagement. Participants will have access to practical tips, expert advice, and interactive sessions to help them make the transition to a healthier lifestyle.
In addition to online activities, iThrive will host local events in major cities across India. These events will provide an opportunity for people to engage directly with health experts, participate in fitness challenges, and experience firsthand the benefits of making right choices. The campaign aims to build a supportive community where individuals can share their journeys, successes, and challenges, fostering a collective movement towards better health.
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.
