Ad Campaigns
Zivame launches #CheckYourselfOut campaign
Mumbai: Zivame, India’s leading destination for women’s intimate wear, has undertaken a mission to revolutionize the very essence of how women perceive and engage with mirrors. In a pioneering effort to raise breast cancer awareness, Zivame launched the “Check Yourself Out” campaign, a ground-breaking reinterpretation of the everyday act of self-reflection in front of the mirror. Women worldwide regularly steal moments to glance at their reflections, a common yet meaningful ritual. Zivame harnesses the power of mirrors to promote an essential cause: encouraging women to perform self-examinations for early breast cancer detection. This innovative approach amplifies the impact of a routine act, ultimately fostering proactive health awareness.
The “Check Yourself Out” campaign has taken shape across Zivame’s expansive network of over 165 stores throughout India. Zivame has adorned the mirrors in their fitting rooms with Pink Ribbons and co-branded stickers, featuring the campaign’s hashtag #CheckYourselfOut and a QR code that leads to a landing page. This landing page provides step-by-step guidance on self-examination and shares intriguing data about breast cancer. To expand the campaign’s reach even further, Zivame has strategically placed co-branded QR codes on mirrors in top 33 malls across the country.
Zivame has also joined hands with Manipal Hospitals to further incentivise consumers to proactively test. In this strategic partnership, customers who make a purchase with Zivame will be entitled to an exclusive 15 per cent discount on mammography services across Manipal Hospitals.
In a unified effort to champion the cause of breast cancer awareness, Zivame, Manipal Hospitals, and SAP organised a Walkathon that took place on 18 October. The Walkathon with over 250 people participating, further raised awareness about the importance of regular self-examination and mammography in the fight against breast cancer.
Commenting on the campaign, Zivame head brand marketing Khatija Lokhandwala said, “The campaign encourages every glance in the mirror to be a moment of self-care and empowerment. It not only encourages women to embrace their unique beauty but also nudges them to regularly self- examine since early detection is key.”
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.
