Ad Campaigns
Netmeds launches new TVC with MS Dhoni
MUMBAI: Netmeds.com continues to maximise its relationship with the icon who is, arguably, India’s most beloved celebrity, athlete and role model, MS Dhoni.
Its first TVC release, The Gamechanger, set in the board room as the “selection committee” sets out to find the next great player, garnered millions of views as well as new customers, and its newest iteration promises to be just as entertaining.
This time, Netmeds has moved from the board room to the locker room, with a surprise twist. Putting the company’s brand ambassador Dhoni in the locker room, and reprising his real-life role as a team leader, gives him an opportunity to exhort his teammates to “be fast, to be strong, because the country is depending on you,” words similar to those that he has spoken many times to his teammates. But when the camera pans out, the big “reveal” shows that the “team” is comprised not of Indian cricketers, but of the Netmeds’ young and eager delivery team – a smart way of tying Dhoni’s leadership skills to the dedication and work ethic of the Netmeds team.
The TVC follows up on the previous message that established the brand as the “Gamechanger” in the online pharma space and emphasises the importance and the USP of fast and dependable delivery
netmeds.com founder and CEO Pradeep Dadha says, “We’ve become the online pharmacy market leader by realising the need for intelligent, far-reaching and quick healthcare solutions in urban and rural areas, and fulfilling that need. A nation battling an annual rise in chronic diseases and faced with a shortage of doctors and limited access to medicine in 3rd and 4th tier cities and towns, needed a Gamechanger. That’s how we see our role and the public is telling us they agree.”
MS Dhoni adds on his role in the new TVC, “It was a fun and easy to work in a setting where I’m so comfortable. I do believe Netmeds is a game-changer and I’m glad to support any effort that will make the country healthier.”
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.
