Ad Campaigns
Rangita’s spring-summer 2024 campaign is an ode to timeless friendships
Mumbai: Embracing the vibrant spirit of the season and the enduring beauty of female camaraderie, Rangita by Stellaro Brands, a D2C Indian fashion label, proudly unveils its latest campaign on the spring-summer collection. This campaign encapsulates the essence of Indian femininity and celebrates the joy of women in the outdoors as spring blooms anew.
Crafted in-house, the campaign video exudes a natural authenticity, portraying Indian women embracing their unique styles with confidence amidst shared experiences. It beautifully captures the colourful individuality of Indian women and the timeless bonds of friendship rooted in mutual support, shared interests, and cultural nostalgia.
Set against the backdrop of a sun-kissed beachside retreat, the video showcases a diverse group of young female friends revelling in the beauty of nature, freely expressing their femininity.
Speaking on the campaign launch, Stellaro Brands senior director – marketing Shivanee Dutt remarked, “Our Spring-Summer campaign celebrates the comfort of embracing one’s individuality and the beauty and joy of enduring bonds. The campaign invites every Indian woman to bask in her unique style this summer with Rangita.”
With its vibrant Spring-Summer collection, Rangita offers contemporary ethnic wear tailored for the modern Bhartiya woman. The collection blends fresh colours, innovative designs, and wearable comfort at affordable prices. It caters to those seeking unique styles and breezy designs for everyday wear and special occasions alike.
The campaign is gaining momentum across digital platforms such as Instagram, Facebook, and YouTube, bolstered by influencer partnerships. Conceptualised and produced in-house, the video’s creative direction and photography were expertly executed by Saswata Ghosh, with lyrics by Prankur Chaturvedi, vocals by Arushi Tiwary, and music composed by Sunjoy Bose.
Rangita remains steadfast in its commitment to catering to diverse tastes and preferences, seamlessly blending style and versatility for both daily wear and special occasions. Through its offerings, it endeavours to provide Indian women with a sense of freshness, beauty, and joy in their everyday ethnic attire.
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.
