Ad Campaigns
MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign
Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.
The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.
In one film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.
Mullen Lintas CCO Garima Khandelwal said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”
“Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple,” MFine founding member and chief business officer Arjun Choudhary said.
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.
