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Parachute Advansed Jasmine supports Jyothi Yarraji for upcoming sporting event
Mumbai: Athlete Jyothi Yarraji’s journey highlights the incredible potential of the human spirit. Rising from humble beginnings to become a star at the world’s biggest sporting carnival, this 24-year-old from Visakhapatnam, Andhra Pradesh, is India’s finest hurdler to date. At the age of 23, Jyothi became the first Indian woman to break the 13-second barrier, setting a national record by running the 100m hurdles in just 12.78 seconds.
Known as a trailblazer who put India on the world map, Jyothi’s journey has been marked by numerous challenges and obstacles in her early days. However, through unwavering determination, she has overcome each one, paving her path to athletic success. This resilience and brilliance are why Parachute Advansed Jasmine Hair Oil has proudly partnered with Jyothi to support her ahead of her relay at the ongoing sporting event.
Yarraji shines in all facets of her life, something that Parachute Advansed Jasmine as a brand advocates with their #ShineBejhijak campaign. This partnership celebrates Jyothi’s journey beyond her athletic achievements, highlighting her roles as a dedicated daughter, loyal friend, and passionate painter; putting her heart into every role she plays.
Speaking about the partnership, Marico Ltd chief marketing officer Somasree Bose Awasthi said: “Parachute Advansed Jasmine wants to bring to the fore the inspiring story of Jyothi who is going to represent India at the biggest sporting stage. We celebrate her journey on the 100m track and also the multiple roles and avatars she plays as a human. She shines in all her avatars. And now she is ready to #ShineBejhijhak on the biggest stage.”
Yarraji is known to experiment with different hairstyles to underscore the role her appearance plays in her confidence levels. “Indian women talk about beauty and hair in the same breath. When their hair looks beautiful, they feel a sense of confidence. That is the philosophy behind Parachute Advansed Jasmine’s #ShineBejhijhak. When you have beautiful shiny hair, you feel beautiful, and hence, more confident (bina kisi jhijak ke). We wanted to capture her story and the story that has gone behind the making of a high-performing athlete. This was only possible because at every hurdle she decided to be confident and shine,” Awasthi added.
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.
