Ad Campaigns
Otrivin unveils its new campaign ‘Life’s a Struggle’
Mumbai: Nasal decongestant spray brand Otrivin has launched a new campaign called ‘Life’s a Struggle’ that highlights the impact of a blocked nose on everyday life moments. The campaign is a series of four films that emphasis on everyday struggles when breathing is impacted due to a blocked nose.
Otrivin Oxy Fast Relief is a leading nasal spray brand that provides fast relief from blocked nose and therefore helps consumers get back to these important life moments quickly.
“While sleep is one of the biggest moments that gets disrupted when one has a blocked nose, people also find it difficult to concentrate on work/study, eating food becomes a struggle and some tend to become cranky and cannot enjoy the time spent with their loved ones due to a blocked nose,” said the brand.
The campaign introduces a creative device that is based on an instinctive behaviour of trying to unblock their nose which drives relatability and memorability.
“Otrivin’s purpose is to enable consumers to breathe their best and Otrivin Oxy Fast Relief provides a quick solution to unblock the nose and therefore end the consumer’s discomfort,” commented GSK Consumer Healthcare marketing head Anurita Chopra. “Through this campaign, Otrivin is trying to empathise with the consumer and urge them to opt for a fast relief solution from blocked nose. It is simple, effective and non-messy!”
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.
