Ad Campaigns
Water Communications designs campaign for Dr Batra’s
MUMBAI: Water Communications recently unveiled a new campaign for Dr Batra’s based on the concept of ‘live life to the fullest’. Additionally, the campaign also sought to dispel the perception that the brand was just a hair and skin specialist.
Calibrating the message to the choice of media, the print campaign explored a more serious and sophisticated delivery and message, focussing more on exploding the myth that Dr. Batra’s was just about hair and skin. The central headline message boldly dominated the layout and got straight to the core message, albeit in a sophisticated manner. It was smartly complemented by the equally dominant visual of a doctor, thereby lending it plenty of subliminal credibility.
The headline-visual combination having set the context, the copy then goes on to explain that Dr. Batra’s has treated lakhs of patients for over 120 medical conditions, far beyond the pale of hair and skin. Lifestyle diseases, women’s health issues, children’s diseases… it gradually skews towards the other core message: Dr. Batra’s enables you to live life to the fullest.
Deft touches like the little girl with ice cream (explaining how she used to get teased about her colds, but now she can eat all the ice cream she wants), or the middle-aged woman with her confidence and beauty queen ‘tiara’ (who is happy that several issues were sorted out for her), or the professional looking executive in a suit (talking about stress)… leave the viewer being able to empathise and associate with the TVC.
The ads take the rhetoric beyond skin problems and hair loss to the entire spectrum of problems like cold, obesity and stress among others. Reinforcing that the victims could be people of any age group – a child, a young adult, a working professional or an ageing parent.
Water Communications director Vandana Sethhi said, “Today, most often, it isn’t the complex problems but basic health issues faced by an individual in everyday life that deprive them the opportunity of living life to the fullest. Dr Batra’s speciality clinics offer solutions to these and many more health problems that are not only safe but also natural.”
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.
