Ad Campaigns
Power Gummies joins Splitsvilla X4 as health partner
Mumbai: Power Gummies has announced sponsorship for the latest season of SplitsvillaX4 as a health partner. With this partnership, Power Gummies strives to connect with gen-z and millennial consumers to increase their interest in gummies.
The collaboration will allow Power Gummies to showcase its product line, which includes gorgeous hair and nail vitamins, as part of the show’s “Hair Growth Matlab Power Gummies” campaign.
As a health partner, the gummy brand will ensure that the contestants have all the nutrition and power they need to complete their tasks effectively and will provide them with absolute care in the form of a best nutrition friend.
Following the partnership, hosts Sunny Leone and Arjun Bijlani will make product mentions throughout the show. There will also be a Power Gummies challenge. The contestant will have to consume a unisex gummy before the task to reinforce the importance of vitamin intake for a healthy body and the fact that Power Gummies are the simplest solution to it in the most Spiltsvilla twisty way.
The company would also give gift hampers to winning contestants. It will include Power Gummies, gorgeous hair & nail vitamins, merchandise, a mask, a travel pillow, a hair scrunchie, and dapper hair & beard vitamins.
Commenting on the association, Power Gummies founder and CEO Divij Bajaj said, “Our aim at Power Gummies is to take away the obligatory notion of taking vitamin supplements in the form of medicine by providing them with a friendly alternative in delicious multi-vitamins. Our partnership with SplitsvillaX4 provides a perfect platform for educating people, mostly gen-z and millennials, about the importance of good health and how simple it may be to maintain a healthy lifestyle with just two gummies per day.”
Through SplitsvillaX4, Power Gummies will spread the word about the innovative gummies that keenly focus on intertwined relationships, varied personalities, and lifestyle-oriented and situation-based tasks. Also, the contestants will increase brand awareness by posting five Instagram product-specific videos about their product experiences. Furthermore, Power Gummies will be announcing the upcoming release of their Dapper Hair & Beard Gummies through digital presence and kiosk placement during the show.
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.
