Ad Campaigns
Steadfast Nutrition rolls out Republic Day campaign ‘Thakna Nahi, Rukna Nahi’
Mumbai: Steadfast Nutrition has launched a pan-India campaign, ‘Thakna Nahi, Rukna Nahi’ #EnergiseIndia ahead of Republic Day. As per the company, the campaign aims to motivate Indians to tackle the problem of fatigue prevalent in urban India through energy-giving foods and supplements. Additionally, the campaign celebrates the resilience of Indians and their progress despite fatigue and other challenges.
Talking about the campaign, Aman Puri, founder Steadfast Nutrition, said, “As per a 2022 study published in ResearchGate, more than a quarter of Urban Indians suffer from fatigue, which is corroborated by the published literature. Fatigue, prevalent in India due to prevailing stressful lifestyles, leads to tiredness, lethargy, and the inability to concentrate, hampering the quality of life and productivity and posing a socio-economic burden on society. Even otherwise, most people experience a dip in energy levels as they progress through the day. The campaign theme Thakna Nahi, Rukna Nahi’ #EnergiseIndia aligns with India’s values of perseverance, progress, and the spirit of Indians, making it a fitting choice to inspire people on Republic Day.”
Among the highlights of the campaign is a video that showcases the improvement in performance and energy levels of nation builders, including a doctor, army officers, construction workers, an athlete, a student, and a young child after consuming vital energy-boosting macro and micronutrients. The video also showcases the contributions of these individuals who work with resilience for the development of the country.
Besides, around 40 athletes associated with Steadfast Nutrition amplified the brand’s voice, campaigning to educate people about the importance of consuming energy-boosting foods, including Indian national football team member Dalima Chibber, IPL fielding coach Biju George, renowned TV actor and fitness enthusiast Shweta Gulati and former Mr Universe and bodybuilding icon Rohit Shetty.
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.
