Ad Campaigns
Jaslok Hospital teaches people how to perform CPR on infants
MUMBAI: On World Heart Day, Jaslok Hospital partnered with Dentsu Webchutney, the creative agency from Dentsu Aegis Network, to create an interactive post and teach people the difference between two CPRs.
The post offered a chance to users to not just learn but also practice infant CPR.
Thousands of infants need CPR every year. Delay in help leads to several complications that sometimes even prove fatal. There are many things that could trigger the need of an Infant CPR like choking, suffocation, electrical shock and asthma to name a few. Thanks to movies and media, most people know how to perform a CPR on an adult. However, very few know what to do when an infant needs one. Most people are unaware that adult CPR doesn’t work on infants. In fact, it can be more dangerous than helpful.
Jaslok Hospital and Research Centre COO and CMO George Alex says, “Jaslok Hospital stands for health and wellness. Sometimes it is small things that make a huge difference. We want people to be aware and educated about such things. Infant CPR is one such thing. It has never got much attention and we thought that there’s no better time to talk about it than World Heart Day.”
The interactive post puts users in a situation where an infant named Noni is in dire need of a CPR. The post gives people two choices of CPR – First, adult CPR and the other Infant CPR. Most people opt for adult CPR icon because of familiarity. The post then shows them the right way to perform a CPR on an infant.
Dentsu Webchutney CCO and co-founder Sudesh Samaria adds, “New age parents are very hands on. They are so much more aware and conscious of choices they make for their kids, it is rather surprising that Infant CPR doesn’t get its due even in today’s age. This initiative puts the focus on infant CPR that can save many lives.”
The post is mobile first and is available on both android and iOS devices. It uses different yet relevant technologies on both the platforms. Haptic Feedback Technology is being used on android powered devices, while on iPhone, the technology being used is 3D Force Touch and Pointer Pressure. The technology used almost replicates the real life experience of performing an infant CPR.
Dentsu Webchutney executive vice president Gaurav Soi mentions, “CPR has been a part of popular media. It is great that people know how to perform it on an adult. The biggest misconception however, is that it is the same for everyone. With this initiative, we are trying to debunk that myth. This post busts myths, educates and gives a chance to master the skill, all at the same time.”
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.
