Ad Campaigns
Thrive stands for human choice with a message to Take Food Personally
Mumbai: Thrive, a food discovery and ordering app, has announced the launch of its groundbreaking campaign, ‘Take Food Personally,’ aimed at encouraging consumers to prioritize choice in a time of highly commoditised food ordering experiences. Rooted in the idea that recommendations need to be personalised and grounded in real human connections, Thrive is dedicated to reinventing the meal discovery and delivery experience. Its innovative social feature, called the Thrive Feed, allows consumers to share their recommendations and experiences, fostering a sense of community for those passionate about food and enhancing word-of-mouth discovery for restaurants.
Building on the insight that “kuchh bhi chalega” is often a standardised response to the question “kya khaana hai?”, Thrive aims to challenge this attitude towards food and empower people to eat what they truly desire. As part of the campaign, Thrive has released a series of brand films on its social media handles, presenting relatable scenarios where opting for ‘kuchh bhi’ leads to comically disastrous situations. These films are designed to compel consumers to rethink their approach to food ordering and inspire them to take control of their dining choices.
Karan Chechani, co-founder and CMO said, “At Thrive, we believe that food is more than just sustenance – it’s an experience that should be savoured and enjoyed. With our ‘Take Food Personally’ campaign, we’re challenging the notion that commercial and logistical factors should always trump choice. We want to empower consumers to eat what they truly crave, without compromising on delivery, value or satisfaction.
In a world dominated by algorithm-driven recommendations, Thrive is taking a bold step towards a community-centric approach to food delivery and discovery. We believe that the heart of culinary experiences lies in personal connections and shared recommendations, which led us to launch the Thrive app. We, at Thrive, are committed to revolutionising the food discovery and ordering experience in India by prioritising the needs and preferences of our consumers.”
Thrive is committed to developing a platform that serves the interests of both consumers and restaurant partners. This campaign also extends its benefits to restaurants who depend on word-of-mouth discovery, an aspect that hasn’t seen consistent success in the digital realm due to a lack of connected experiences. Thrive offers its restaurant partners fairer commission rates at just 10 per cent, compared to industry standards. Through the shared experiences of its lively community, Thrive strives to restore the thrill of discovering new food experiences.
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.
