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RiteBite Max Protein partners with Art of Living on International Yoga Day
Mumbai: This International Yoga Day, RiteBite Max Protein has announced its collaboration with the Art of Living Foundation to emphasize the transformative power of yoga, encouraging individuals to embrace it as a lifelong commitment for health and well-being.
Yoga is an ancient practice with profound modern relevance, offers holistic benefits for both physical and mental well-being. As advocates for a balanced and healthy lifestyle, RiteBite Max Protein and the Art of Living Foundation have joined hands to inspire people globally to integrate yoga into their daily routines.
Commenting on the same, RiteBite Max Protein marketing manager Shivam Tiwari stated, “Yoga is not just about this day, it’s about making a positive change in our lives. By partnering with the Art of Living Foundation, we aim to spread awareness about the profound benefits of yoga and motivate people to adopt it as a lifestyle choice.”
Adding to it, senior international faculty of Art of Living, director of Sri Sri School of Yoga- Rishikesh, Dr. Rohit Sabharwal said, “Yoga indicates overall health- physical, mental and emotional. Through our collaboration with RiteBite Max Protein, we wish to propagate a healthier lifestyle, which includes healthy and balanced eating habits, along with the ancient knowledge and practices of yoga”
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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.
