Ad Campaigns
Virat Kohli brings TIDL pain relief brand to India!
Mumbai: TIDL, America’s growing pain relief brand, will shortly enter the Indian market with cricket superstar Virat Kohli to offer next-generation pain relief solutions.
This partnership, in association with the Baidyanath group, will change the way India understands pain. TIDL’s range of innovative products is formulated to address pain effectively and empower consumers to take control of their pain management.
In 2021, Conor McGregor, World-Class UFC Champion, joined hands with team TIDL. In response to the upcoming India launch, McGregor said “TIDL isn’t just about pain relief; it’s about changing the game. Bringing TIDL to India with Virat Kohli is an incredible honour. The energy, passion, and resilience of the Indian people remind me of my own journey. We’re here to show India what real recovery looks like. Get ready because we’re just getting started!”
TIDL’s revolutionary approach combines clinically proven ingredients with natural plant extracts to directly target the source of pain. The result is fragrant and soothing and brings instant relief.
“TIDL’s solutions are going to change the way Indians understand and deal with pain. Pain is not only uncomfortable, but it also affects us on a deeper level, damaging our sleep quality, mental health, focus and energy. Pain restricts our ability to achieve our highest potential. With TIDL, these barriers are broken, and we can get back to doing the things we love – be it fitness, family, or work!” said TIDL co-founder and COO Prashant Raj.
TIDL products are ideal for ‘everyday life’, capable of delivering relief anytime, anywhere whether that’s daily activity, overnight, fitness, or even clinical strength applications. The brand’s flagship products include Cryotherapy Spray, Heat Therapy Spray, Cryotherapy Joint Cream, Numbing Pain Patch, and Heat Therapy Roll On.
“As a sportsperson, you learn to adapt to a higher pain threshold. I’ve taught myself to live with it without compromising on my goals. Pain is a constant challenge, hindering the quality of life. TIDL is a game-changer letting you reclaim the joy of living by changing the way you find relief. I’m delighted to represent this brand as the ambassador. Looking forward to making India pain-free. No Pain, No Limits!” said Virat Kohli.
Baidyanath’s president and TIDL India director Siddhesh Sharma said – “I am in the business of making people happy, when I say happy, I mean healthy. We dream and work towards seeing a healthier India every day and TIDL fits into our group’s ethos seamlessly. TIDL is the future of pain relief, it’s excellent for prevention and treatment. Baidyanath brings world-class infrastructure in R&D, manufacturing and distribution giving TIDL the perfect launch pad in India. There’s no better testimony than Virat himself using TIDL every day, and to have him as a partner in this exciting venture says it all”.
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.
