Ad Campaigns
Sindhu endorses ‘Apno ke liye Moov karo’
MUMBAI: Moov, the market leader in pain management solutions today announced its new ad campaign ‘Apno ke liye Moov karo’. In one of the TVC, Olympic medallist, P.V. Sindhu will be seen standing up to the nation spreading the key campaign message that Moov enables you to live through the expectations of your loved ones. With this campaign, Moov reinstates its market leadership in pain relief solutions through its product range in ointment and spray categories. The campaign theme of ‘Apno ke liye Moov karo’ aims to enhance connect with the consumers.
RB India marketing head Rohit Jindal said ‘Moov has a legacy of helping people get instant pain relief. With the new campaign we want to say that pain is a sign of pushing yourself to try harder. P.V Sindhu is the pride of our nation and her dedication and determination towards her game is unmatched. We are proud to associate with her as a brand ambassador for Moov. She inspires all of us to moov beyond pain and stretch what is possible.”
Mc Cann World Group India CEO Prasoon Joshi said, “Moov is a dynamic brand and this an insight campaign to further create a stronger brand connect. We really value our relationship with Reckitt Benckiser. We have already taken Dettol from strength to strength with a great partnership with the entire team. With this campaign Moov, am sure will come closer to our consumers”.
Olympic medallist P. V Sindhu said, “I feel overwhelmed to be associated with Moov which is spreading the important message of living a pain free life. I have used the product and recommend it to everyone for instant pain relief and hope that this association will bring relevance to their endeavour”.
In the stagnant category of rubs and balms, Moov decided to beat market leadership with thought-leadership. The category demanded a fresh perspective on pain and subsequently on relief. Pain has largely been depicted in clichéd narratives where the pain sufferer is shown as being unable to perform her chores or household responsibilities or has to compromise on an active lifestyle that gets interfered by incidents of pain. Consequently, even the depiction of relief has been around ‘restoration of normalcy’ – a homemaker back in the kitchen, a young couple back to playing sport, an executive running to catch a bus, etc. became markers of relief. All This demanded the depiction of pain with a fresh perspective. Moov has always understood not just pain, but the sufferer in pain. Falling upon its legacy, Moov understands the impact of pain on people’s lives and thus, the role of pain-relief. Thus was born the idea – ‘Apno Ke Liye Moov Karo’.
The ad campaign was launched in January with their first ad featuring a working mother engaging with her child and doing everything possible to bring joy to their family. The ad showcases that the protagonist chooses to apply Moov and get rid of pain, hence making a right choice for herself and her family. It depicts the essence of the communication which Moov is trying to bring forth.
In the series, the second ad campaign by Moov has been shot with the brand ambassador Sindhu. It brings alive Sindhu, an Indian athlete with huge fan following, practicing at one of the courts before a big match when she pulls her muscle while trying to pick a drop shot. The stadium starts filling with people in anticipation, the world starts preparing to watch the much awaited match (depicted in the TVC through various ways). That’s when P.V. Sindhu reaches out for a MOOV spray and shows her determination by rising for the occasion and kicks off the pain with her Moov spray. She takes a moment to settle and finally stands up for her fans and supporters, thus saying – ‘Apno ke liye Moov karo’.
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.
