Ad Campaigns
United We Care launches #MayDay campaign to break stigma around mental health
Mumbai: United We Care (UWC), a leading AI-powered mental wellness company, has launched a #MayDay campaign to mark Mental Health Awareness Month. As part of the initiative, UWC aims to raise awareness about mental health struggles that employees often feel hesitant to express openly.
During the month-long campaign, UWC will touch upon various mental healthcare themes, encouraging people who might be struggling to consider therapy. Additionally, UWC will strive to break the stigma around mental health by encouraging a positive conversation on the sensitive issue. The campaign’s primary target audience includes C-level executives, HR professionals, and healthcare providers, among others.
UWC is already innovating in the mental wellness space through its AI Virtual Wellness Coach, Stella, and free self-care content to help people educate themselves and get on the wellness path. A significant rise has been recorded in the number of people downloading the UWC app and using the platform for support. Stella, the AI chatbot, has already facilitated 10 million conversations, with the figure rising every minute. Topics around conflicts in relationships, sleep concerns, and anxiety are the top trending themes on the platform.
Speaking about the #MayDay campaign, UWC founder & CEO Ritu Mehrotra said, “Our digital campaign, #MayDay isn’t just about promoting our services; it’s about creating a cultural shift. We’ll use a multi-pronged approach, featuring relatable stories from real people. This creates a ripple effect. By sparking conversations online and normalising the experiences of struggle, we break down the stigma surrounding mental health. People will see themselves or their loved ones reflected in the campaign, and hopefully, feel empowered to seek help. Ultimately, our goal is to make mental health a topic discussed as openly as physical health.”
While the #MayDay campaign is set to conclude on May 31, UWC has affirmed its commitment to continue its efforts in raising awareness around mental health and providing a safe space to talk about it.
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.
