Ad Campaigns
Lupin urges women to talk about vaginal hygiene with latest campaign #SahiBaat
MUMBAI: Wavemaker, the media, content and technology agency of GroupM has created a quirky digital campaign for pharma major Lupin Ltd’s (Lupin) OTC arm Lupin Life featuring its new woman-care product, V-Bath. The campaign named #SahiBaat aims to build awareness among women around the usage of intimate hygiene wash and encourages them to openly discuss their concerns rather than being ‘shusssh’ about it.
Featuring vivacious Richa Chadha, the campaign video builds on the storyline of how even confident women avoid talking about intimate hygiene, do not give the issue any priority and end up compromising their own health.
Talking about the launch of V-Bath on digital media,Lupin Life head Anil Kaushal said, “We have reinvented V-Bath by making changes in the product based on new research and customer feedback, and are looking forward to re-introduce it in the market. It was imperative for us to get our first communication right and Wavemaker helped us develop this campaign based on an integrated content solution approach. The #SahiBaat campaign delivers our message and represents our product philosophy in the best possible way.”
Talking about the campaign conceptualisation, Wavemaker India chief content officer Karthik Nagarajan said, “When Lupin wanted to launch V-Bath, we did not look at it as just a product launch but a new category altogether. We recommended a digital-only launch as we thought it was the best way to generate buzz around an issue that has largely been taboo, while generating consideration for the brand. Extremely proud of our ‘Originals’ team which conceptualised the film and our partners. However, none of this would have been possible without a progressive client who was willing to walk the talk!”
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.
