Ad Campaigns
OWLED Media & HealthifyMe partner to introduce AI-powered image recognition for Indian food
Mumbai: OWLED Media, a renowned creative marketing agency, has teamed up with HealthifyMe, a pioneering player in the health and fitness industry, to launch a revolutionary AI-powered image recognition feature called “Snap”. “Snap” is an innovative AI-powered image recognition tool designed to streamline calorie tracking. Users can snap a picture of their meal, and within seconds, it provides an accurate calorie count. These three ad films, crafted in-house by OWLED, emphasize the remarkable speed and simplicity of HealthifyMe’s “Snap” feature, showcasing how it’s revolutionizing the world of calorie monitoring. OWLED’s creative approach ensures the brand effectively reaches its target audience.
The essence of the campaign was to portray Snap as a revolutionary feature when it comes to calorie monitoring, making it seamless and efficient. Alternatively, users can also let the app scan their food photos from their gallery, offering the convenience of capturing images for later calorie management. To protect privacy, the system detects food pictures on the device and only sends data for dish recognition. The gallery-based model is preferred as it provides more time for accurate food item identification compared to capturing meal images on the spot. If there are multiple items in a photo, “Snap” guides users to select and track them within an adjustable box. Fueled by Snap’s exceptional efficacy, OWLED’s creative team ventured into diverse storytelling paths. Every film was carefully crafted to highlight distinct facets and align with the client’s specific goals and aspirations.
With a target audience spanning from individuals in their early twenties to their late forties, the campaign ensures inclusivity for anyone interested in embracing a healthier lifestyle. HealthifyMe’s Snap feature aims to alleviate the stress associated with calorie tracking, making it accessible to a diverse and broad demographic.
The three ad films brought out quirky takes on everyday situations, highlighting the ease of use and consumer benefit of the app’s latest feature. Each film focuses on different scenarios showcasing HealthifyMe’s “Snap” feature in a humorous light, emphasizing its simplicity and practicality.
The first film depicts a pre-meal tradition in which a son, prompted by his father to say a prayer before dining, stumbles upon his father utilizing the HealthifyMe app’s Snap function for effortless calorie tracking, emphasizing the straightforwardness of the procedure.
In the second film, a man quickly tracks the calories of a samosa at work using HealthifyMe’s Snap feature, impressing his boss with its speed and accuracy.
The last film showcases a couple dining out where the girl effortlessly calculates the calories of her dish using HealthifyMe’s Snap feature, while the guy struggles with manual calculations, highlighting the app’s convenience.
OWLED’s executive creative director Vaibhav Dhanda expressed his enthusiasm for the project, stating, “Working on this campaign was a fun and fulfilling experience. We wanted narratives that were relatable but at the same time subvert expectations towards the resolution. Directing the campaign was equally fun. I feel the simplicity of the ideas and films where its strongest merit and that makes the humour work better. Kudos to everyone involved in the making and to the team at HealthifyMe who gave us a wide open playground to experiment and play.”
“Snap is the world’s first ‘Click & Forget’ food recognition feature. Our mission is to revolutionise this space and make nutrition tracking as easy and unobtrusive as possible, by using computer vision AI to detect the food items, their quantities, portion sizes, and even micronutrients in your photos. Snap then automatically logs the meal details in your HealthifyMe app, where users can review them later. We realised that it’s hard to engage with food tracking because you have to physically type and remember to log food. So we wanted to enhance this experience and increase retention and engagement.” said Sr product manager, director of design Rohan Gupta.
Adding to this, Independent marketing consultant Aarti Samant (The Sorted Girl) “With the campaign #SnapBeforeYouEat we wanted to create a new habit when it comes to food tracking that highlights how Snap simplifies tracking experience and eliminates the need for manual input and ultimately saving a ton of time. ultimately saving a significant amount of time. All three films are designed to emphasize Snap’s core benefits: convenience, accuracy, and speed”.
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.
