The Brand

Mars by GHC (Good Health Company) is one of India's fastest growing digital healthcare platforms, backed by Khosla Ventures and built on the idea that high-quality, personalised wellness should be accessible to everyone. From hair care and skincare to sexual health, performance, and holistic wellbeing, Mars by GHC combines clinically-backed products with free expert consultations and ongoing health coaching. In a country of over a billion people where healthcare conversations are often avoided or stigmatised, Mars by GHC has made it their mission to normalise proactive health management for the modern Indian consumer.

The Challenge

India's digital advertising landscape is one of the most saturated in the world. Hundreds of D2C health and wellness brands are competing for the same eyeballs on Instagram, YouTube, and Google, driving up acquisition costs and driving down attention spans. For Mars by GHC, the problem was compounded by the nature of their product categories. Hair loss, sexual health, skin conditions, and weight management are topics that Indian consumers are increasingly willing to address, but not in public. They are not clicking on social ads about hair thinning in front of friends and colleagues. They are searching privately, asking questions in AI-powered chats, and looking for solutions in spaces where nobody is watching. Mars by GHC needed to reach these consumers in the private, intent-rich moment when they were already thinking about their health, not while they were scrolling past reels.

The Solution

Mars by GHC partnered with Thrad to run native in-chat ads across AI publisher platforms in India. Thrad's contextual engine identified the moments that matter: users engaging in private AI conversations about hair loss, skin problems, stress, energy, fitness, sexual wellness, and other health-related topics. When a user was deep in a chat about why their hair was thinning, what to do about persistent acne, or how to manage stress and fatigue, they were served a native prompt introducing Mars by GHC's relevant product or free consultation as a natural next step. The format matched the environment perfectly. These are private, often vulnerable conversations. A display ad for a hair loss product on a social feed feels exposing. A native suggestion inside a one-to-one AI chat, arriving at the exact moment a user is looking for answers, feels like genuine help.

The Result

The campaign connected Mars by GHC with high-intent users at the point of maximum relevance. Consumers who were already articulating their health concerns in their own words were met with a product or consultation that directly addressed what they were discussing. The private nature of the AI chat environment removed the friction that holds many Indian consumers back from engaging with health and wellness advertising in public channels. Users did not need to worry about who might see them clicking on a hair loss ad or a sexual health product. The conversation was already happening in a safe, one-to-one space, and Mars by GHC showed up as a credible, helpful presence within it. For a brand competing in one of the world's most crowded D2C markets, Thrad offered something no other channel could: access to high-intent consumers in the exact private moment they were ready to act.

Why It Worked

Privacy removes stigma. Health and wellness topics that Indian consumers hesitate to engage with publicly become actionable in the private setting of an AI conversation. Mars by GHC reached users who would never have clicked a social ad for the same product.

Intent over impression. Thrad's contextual targeting meant every ad placement was backed by a real signal of need. Users were not being interrupted with a health product while watching cricket highlights. They were being met with a solution while actively describing a problem.

India's AI moment. India is one of the fastest adopting markets for AI chat tools globally. By partnering with Thrad, Mars by GHC positioned itself at the centre of a behaviour shift that is only accelerating, reaching consumers in the channel they are increasingly turning to first for private health guidance.