Ad Campaigns
SmartCooky.com to champion #FitIndia campaign
New Delhi: NDTV’s e-commerce venture SmartCooky is happy to announce a strategic partnership with Glanbia Performance Nutrition, for India’s largest fitness drive, the #FitIndia Campaign.
SmatCooky is partnering with the #FitIndia campaign to build awareness about nutrition, health and fitness. India is the diabetes capital of the world and the rising incidences of obesity and hypertension, amongst other lifestyle diseases, is a great cause of concern. The campaign will create a network of professionals such as dieticians, nutritionists, educators and key opinion leaders. This initiative will travel across 12 cities in the next few months, while working together with change makers at various levels and organizations.
The campaign was launched and supported by the Union Minister for Health and Family Welfare, Shri J P Nadda, in the presence of dignitaries including actor and fitness enthusiast, Milind Soman. Giving it his full backing and support, Mr.Nadda stressed that this is the need of the hour and high on the government’s agenda.
Mr. Nadda on Thursday underlined the rising scare of lifestyle diseases in India and the importance of yoga, and a balanced diet to tackle these. Reinforcing the government’s commitment towards health, he said, “My ministry will provide full support in eradicating non communicable and lifestyle diseases from India. I recommend we should practice yoga and maintain a balanced diet for a healthy lifestyle to ensure a fitter India”.
SmartCooky.com is the leading e-commerce platform focused on helping consumers lead a healthier lifestyle, providing a unique mix of content and commerce. The platform started out under the banner of NDTV Food as a content website, focusing on recipes, health and fitness articles; and has become the No.1 content site in India. In the current avatar of SmartCooky, the platform offers a mix of its existing articles, recipes and a chance for customers to shop from a wide range of 2000+ products. The e-commerce shop offers products within the health, nutrition, wellness and personal care space, which have been individually handpicked by our in-house experts.
“There’s never been a better time to launch a nationwide movement spreading awareness about health, wellness and nutrition. SmartCooky is delighted to be a contributing knowledge partner in this initiative”, shared Seema Chandra, Managing Director, SmartCooky.
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.
