Ad Campaigns
Nestlé Health Science launches new campaign for Resource Activ
Mumbai: Nestlé Health Science has launched a campaign for its newly launched product, Resource Activ – a muti-benefit, high-protein drink. The campaign builds on relatable moments from the daily lives of millennials and encourages them to pay attention to their nutritional needs to keep their “real age activ”! The campaign has two commercials with humorous undertones.
Commenting on the launch of the campaign, Nestlé Health Science India director Mansi Khanna said, “Various research suggests that after 30 years of age, an individual’s muscle mass and bone density begins to reduce. Our new campaign for Resource Activ seeks to communicate this situation and highlights that with the New Edge formula, one can keep their real age active!”
Resource Activ, with its unique ‘New Edge Formula’, has high-quality proteins for muscles, enriched calcium and vitamin D for bone health and hyaluronate for skin health to address multiple nutritional needs of an individual above 30 years.
The video campaign will be broadcast across social media platforms including YouTube, Instagram, Facebook and select OTT platforms.
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.
