Ad Campaigns
True Elements unveils new campaign
Mumbai: True Elements, a subsidiary of Marico Ltd, has launched a fresh and engaging campaign with Indian cricket captain Rohit Sharma to launch his own brand of healthy breakfast and snacks – RS by True Elements. In an exciting and unprecedented collaboration, Indian cricket captain Rohit Sharma has joined forces with True Elements, to introduce a new sub-brand, RS by True Elements. This marks Rohit’s entry into the healthy breakfast and snack market, where he not only endorses but also co-creates a product line that bears his name and face on the packaging—a powerful symbol of trust and commitment.
The campaign centers around Rohit Sharma, known as “The Hitman,” delivering an authentic, humorous, and viral-worthy message about True Elements’ commitment to healthy, 100% natural ingredients. By combining Rohit’s signature cool charisma with a viral “mic drop” moment, the film positions RS by True Elements as a brand with a serious focus on wholesome, real ingredients, backed by a superstar’s personal stamp of approval. This campaign comes right after the viral ‘Black Pack Chuno’ by True Elements launched in September.
Rohit’s punchline reinforces that his face is on the pack because he truly believes in the product. His casual delivery of, “Back of pack maine pad liya…taaki aapko padna na pade” and the tagline “True Elements – Food with Hitman’s Guarantee” adds a layer of trust and credibility for consumers, reinforcing that the brand delivers on its promise of healthy, honest ingredients.
True Elements co-founder & CEO Puru Gupta said “This collaboration comes at a time when the conversation around ingredient transparency and exaggerated marketing claims are heating up in India. True Elements has consistently led the way with honest ingredient declarations and no misleading claims. While an endorsement by Captain Rohit Sharma is a great validation, we have gone one step forward with this partnership, with Rohit launching his own line with us. It is probably the first time any food brand has attempted to license in a co-branded manner in India. So, while we sort out the back of pack for Rohit, he sorts out the front of pack for us! “
The campaign aims to address the challenges associated with packaged health foods by demystifying them and promoting healthier eating habits among youth. It is set to roll out across digital platforms and social media, leveraging the viral appeal of the mic drop moment to drive widespread engagement.
Fanboy Pictures founder & director Subodh Menon said, “When the True Elements team approached us for an end-to-end solution for a social-first campaign, we thought why not use it to our advantage and call out what all campaigns want to do – Go Viral! So, we thought of a series of films where Rohit goes to great lengths to make sure that our messages take off and goes viral. To add authenticity, we also cast Puru as the tough founder who has sky-high expectations for Rohit. Overall, it turned out to be a super fun project”
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.
