Ad Campaigns
The Glitch conceptualises #RiseUpChallenge for Horlicks Protein+
MUMBAI: The Glitch, an independent creative agency under GroupM, recently created a digital campaign called #RiseUpChallenge for the brand Horlicks Protein Plus. The campaign was aimed at generating awareness about muscle health among urban consumers who are 30+ in age.
Horlicks Protein+, a protein variant under Horlicks, aims to spread awareness about muscle health deterioration. Due to lack of awareness, people fail to identify the early symptoms of poor muscle health.
The Glitch came up with an easy yet engaging digital solution for the brand’s core messaging. A video film was created showcasing six individuals from different backgrounds, participating in a simple test to help identify their muscle strength. The test required them to attempt to stand up from a seated position balanced on one foot, with the other foot stretched straight ahead and arms folded. Completing the test would indicate the person has good muscle health.
GSK Consumer Healthcare India executive vice president marketing Vikram Bahl said, “Muscle health has a crucial role in the normal functioning of a human being. However, it usually goes untracked. With this campaign, we intend to educate the people about the importance of muscle mass and how it starts declining as they move into their 30’s. We are confident that after taking up the challenge, people will understand its significance and take corrective actions for building muscle strength and consequently foster a healthy lifestyle. Horlicks Protein+ is an offering from our portfolio to help consumers with quality protein intake.”
The Glitch amplified the video on social media platforms using the #RiseUpChallenge, which then evoked interest from various influencers who attempted the challenge and further nominated their influencer friends to assess their muscle health.
Commenting on the campaign The Glitch founding partner Kabir Kochhar said, “We used a seemingly simple test as a vehicle to draw attention to diminishing muscle health and thereby the need to consume adequate protein. Through the #RiseUpChallenge, we were able to make the consumer aware that poor muscle health could be the reason behind their tiredness.”
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.
