Ad Campaigns
Mankind Pharma urges Indians to consume less whites through campaign
Mumbai: Mankind Pharma, the No 1 pharmaceutical company in the antihypertensive segment in India, as per MAT April 24 volume sale (Source: Iqvia has launched a nationwide campaign on the occasion of World Hypertension Day called Limit White India. This initiative aims to raise awareness about the dangers of excessive salt and sugar consumption which with other factors like a sedentary lifestyle and obesity can be a major risk factor for hypertension.
Studies have shown that 1 in 4 adults in India suffers from hypertension which is about 11.4 per cent of the country’s population, are living with diabetes. Diabetes and hypertension are often referred together as partners in crime due to their closely linked impact on global health. It is common knowledge that these conditions not only coexist but exacerbate each other, creating a compounded risk of severe health issues such as cardiovascular diseases, stroke, and kidney failure. The Limit White India campaign focuses on educating Indians to limit their intake of whites like salt and sugar. The campaign emphasises the need for gradual lifestyle changes to improve cardiovascular health. To drive a three-year awareness program, Mankind Pharma aims to partner with healthcare professionals (HCPs) in the management of hypertension and diabetics across the country.
“Hypertension is a silent killer, and Mankind Pharma is committed to tackling it head-on through the ‘Limit White India’ campaign.” says Mankind Pharma Ltd chief marketing officer Dr Sanjay Koul “Excessive salt and sugar are significant contributors to uncontrolled blood pressure levels and blood sugar levels. Studies have shown Indians on average consume five times the WHO recommended quantity of sugar annually. By raising awareness and promoting lifestyle modifications, we aim to empower people to make informed choices for their well-being.”
As part of the campaign, Mankind Pharma will engage cardiologists, endocrinologists, diabetologists, general practitioners, and the public through educational initiatives. These include conducting journal clubs, distributing Cardiac Cognizance newsletters, radio awareness programs with doctors, and blood pressure screening camps nationwide.
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.
