Ad Campaigns
Saffola launches campaign to beat food cravings
MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, and Marico’s Saffola, launched a new campaign for its newly introduced offering, Saffola Active Slimming Nutri-Shake, titled ‘Beat The Crave’.
The campaign is a first-ever audio-driven digital initiative that aims to distract the audience from unhealthy food cravings.
The campaign undertakes an array of social media activities along with a microsite that has been created for users to visit and distract themselves whenever their craving strikes, thus enabling them to maintain their diet plan. The microsite will have multiple audio skits; also available on WhatsApp to encourage people attain their fitness goals. While each audio skit is crafted to help people distract from their cravings, it also allows them to learn the psyche behind these cravings and provides solutions to avoid them.
Marico chief operating officer Sanjay Mishra says, “In line with Marico’s commitment to support a healthy lifestyle, we have teamed up with WATConsult and created a digital buddy which helps distract people from unhealthy food cravings in a fun way. These cravings just add inches to the waist derailing the efforts toward slimming. So, the digital audio buddy will work by distracting the user from any food craving and support consumers to find the right alternative healthy options”.
The campaign also features several personalities from different walks of life who have been roped in to join the ‘Beat the Crave’ way. Healthy alternative recipes are also on offer to beat those cravings.
WATConsult founder and CEO Rajiv Dingra adds, “Anyone trying to lose weight and get in a better lifestyle/better shape has to first and foremost deal with the very human problem of craving. But if you can distract your mind for around three minutes, you can survive a craving incident. With this insight and to avoid facing a conflict between the love for junk food vs the weight loss goals, we created a digital friend who helps you beat the craving.”
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.
