Ad Campaigns
TUMI debuts women’s Asra collection with campaign starring Mun Ka Young
Mumbai: International travel and lifestyle brand TUMI has introduced Asra, the latest collection of women’s handbags designed for the effortlessly stylish and on-the-go modern woman. To celebrate the all-new collection and the brand’s evolving women’s category, TUMI tapped esteemed South Korean actress Mun Ka Young as the face of the new collection, starring in her first-ever campaign for the brand.
South Korean actress Mun Ka Young, the face of the new TUMI Asra collection, presenting the Asra Small Crossbody in Cameo Rose
The Asra collection will seamlessly transition from day to night, with feminine designs and elevated accents that merge functionality with style. The collection includes three different sizes and four compelling colors – TUMI’s core Black and three seasonal colors Moonlight, Cameo Rose, and Purple Sunset, the latter a vibrant colorway inspired by the beautiful landscapes of Sentosa island in Singapore.
“TUMI is thrilled to expand our women’s offerings with the launch of Asra, demonstrating how we offer more than just state-of-the-art luggage. We have accessories and beautiful products that serve as the perfect complement to a busy lifestyle,” said TUMI’s Sr VP of marketing and ecommerce Jill Krizelman. “We’re excited to welcome Mun Ka Young as our newest global TUMI Ambassador. She embodies everything we want the TUMI woman to feel; confident, successful and empowered.”
Each Asra bag features pleating with a soft structure, coordinating hardware, and a knotted shoulder strap for added visual and textural interest. Additional touches include an exterior microfiber-lined pocket, perfect for a phone or pair of sunglasses, and a leather monogram charm (sold separately) to add TUMI’s signature touch of personalization to any Asra bag.
To introduce the collection, TUMI partnered with Mun Ka Young for a stunning campaign that channels the elegance and modern allure of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun with her Asra bag as she explores a classic, museum-like architectural space. Her bag effortlessly guides her throughout the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.
“I’m honored to be the face of TUMI’s new Asra handbag collection,” said Mun. “I’ve long been a fan of TUMI, and I’m thrilled that they’re exploring fresh silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are a perfect fit for every journey.”
To celebrate the global campaign launch, TUMI and Mun Ka Young brought the Asra collection to life with a stunning, global event in Singapore. The Asra collection ranges in price from $350-$495. Shop the Asra collection available at TUMI.in and TUMI stores worldwide, and keep up with TUMI on Instagram and Facebook.
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.
