Ad Campaigns
Milind Soman unmasks ageing myths in Centre for Sight’s eye-opening campaign
MUMBAI: When the Ironman of India tells you to open your eyes—literally—you pay attention. Centre for Sight launched a bold new campaign starring Milind Soman that doesn’t just jog memories; it sprints straight into the truth about ageing and eyesight.
The campaign opens with Soman looking like he just stumbled off a retirement home pamphlet—grey, wrinkled, and sluggish. Just as viewers settle into the stereotype, the twist arrives: he pulls off the disguise. The real Soman, ageless and athletic, drops a truth bomb—“If you don’t see clearly, you make mistakes. Don’t compromise on your vision. Trust the experts.”
The message is sharp, clear and right on target. Eye health is often ignored in the fitness conversation, and Centre for Sight is here to change that narrative. The campaign tackles vision villains like cataracts, glaucoma, diabetic retinopathy and age-related deterioration, reminding viewers that being fit includes staying visually sharp.
“Vision is one of the most underestimated aspects of health and yet it shapes the way we experience life,” said Centre for Sight chairman & medical director Mahipal S. Sachdev. “With the latest global technologies like the SCHWIND AMARIS 1050RS and the power of our highly skilled doctors, we ensure precision in every procedure.”
The film is already going viral, with viewers doing a double take and asking—is that really Milind Soman? Spoiler alert: it is. And he’s here to prove that while age may leave a mark, your vision doesn’t have to blur with it.
Centre for Sight has kicked off a full-blown 360° media assault—digital, influencer, print, radio and outdoor—all laser-focused on getting Indians to book that long-pending eye check-up.
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.
