Ad Campaigns
Seacod revives multi-generational dialogue with new campaign #ShuruwatAajSe
Mumbai: Seacod from Universal NutriScience, India’s largest-selling cod liver oil capsules brand, announces its anticipated digital campaign, #ShuruwatAajSe. The campaign, conceptualized, created, and produced in collaboration with 26FIVE India Lab, aims to rekindle the importance of maintaining good health through simple and effective methods and reconnecting with the brand’s rich legacy of its golden capsules.
The #ShuruwatAajSe campaign launches with a brand film taking viewers on a journey through time, highlighting how the world has overlooked the most uncomplicated yet potent ways to stay healthy amidst fast-paced lives.
At a time when health and wellness concerns have taken center stage, reviving enduring health practices such as consuming dietary health supplements is critical. Cod liver oil is one of nature’s most potent nutrients, high in healthy fats, vitamins, and antioxidants. The campaign highlights the significant role that Seacod has played in the lives of many. In fact, new-gen moms attribute their strong immune systems to the dietary supplements they were raised on, which often included the golden capsules. The emotional connection between Seacod and its consumers demonstrates the product’s effectiveness and enduring legacy.
Commenting on the #ShuruwatAajSe campaign, Universal NutriScience CEO Pratin Vete says, “At Seacod, we believe in the power of tradition and the simplicity of good health that the film has captured. Our cod liver oil capsule has been a part of households for decades, and we are thrilled to rekindle the spirit of wellness and health with this campaign. We hope to remind people of the wisdom in our traditional practices and inspire them to take a step towards a healthier lifestyle, starting today.”
Regarding the collaboration with Seacod, 26FIVE India Lab CEO Ritesh Rao comments, “We’re proud to partner with Seacod in this important campaign. Seacod’s contribution to promoting health and wellness remains iconic. Reconnecting with our roots and embracing simple, time-tested health practices is the need of the hour. This campaign aims to reignite a positive change in people’s lives and encourage them to prioritize their well-being.
The #ShuruwatAajSe creatives capture the essence of the brand’s heritage and the campaign’s core message, narrating the shift from the past to the present while emphasizing the enduring goodness of Seacod. The first film concludes with a question – ‘Toh akhir kya badla?’ – and illustrates the power of Seacod through experiences shared amongst multi-generational mothers. As the new-gen mother wonders how her own mother maintained her excellent health when she was younger, it is revealed that she chose the golden capsules as a daily health habit. The young mother then pledges to uphold the tradition with her son. Seacod invites everyone to join the #ShuruwatAajSe movement and rediscover the timeless wisdom of wellness and health.
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.
