Ad Campaigns
#TreatmentZarooriHai: MS Dhoni urges timely treatment for joint & heart health
Mumbai: Meril, a global Indian medical device company launched #TreatmentZarooriHai, a public awareness campaign in September 2022 and is ongoing. The aim of the campaign is to spread awareness amongst Indian citizens on specific diseases related to large joints (hip and knee), heart (aortic stenosis and coronary artery disease) through reliable and helpful information. The campaign #TreatmentZarooriHai intends to bridge the gap between patients, caregivers, and medical fraternity.
Over the year, the campaign has been amplified with a robust marketing plan including digital, social media and micro influencers. Thus so far, the campaign has garnered more than 10 million impressions on social media and created opportunity to see (OTS) of approx more than 20 million pan India through print & television outreach over a period of 11 months.
In the campaign MS Dhoni is seen bringing the perfect touch of compassion to look after the elderly at home. With his soothing charisma, the message of treatment zaroori hai, aur aasan bhi is conveyed to audiences of all age groups across all platforms.
Meril Sr. VP Sanjeev Bhatt said, “With the country deciding to focus on healthy living, it is crucial that we support the public with the most scientifically proved approach towards disease prevention and management of non-communicable diseases of the heart and bone. Initiatives like ‘treatment zaroori hai’ have resulted in increased awareness among the public. With #TreatmentZarooriHai, our goal is to ensure that we reach out to as many people and urge them to opt for timely diagnosis and treatment. We have taken an integrated approach so that we can reach out to not just patients (usually 40 years and above) but also their family members – children, grand children that are digitally savvy.”
This National Bone & Joint Day, it is important to focus on joint pains. As age progresses, especially for the senior citizen, their agility and mobility are hampered due to severe joint pains that directly interfere with their ability to carry on with the daily chores. The most common conditions that normally lead to age related joint pains are osteoarthritis, rheumatoid arthritis, and joint injuries.
Osteoarthritis(OA) is a chronic condition that affects millions of people worldwide. It is witnessed that around 15 crore Indians, majorly above the age of 50, suffer from some or the other kind of knee related issues due to familial history, age related degeneration, lack of physical activity, obesity, lifestyle diseases and inflammatory ailments. Even though, more than 2.5 lakh people undergo total knee replacement surgery in India every year, people are still afraid of getting a knee replacement surgery done. However, advancements in medical technology have brought about innovative treatment options, including robotic joint replacement, which has revolutionised the way we approach osteoarthritis management.
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.
