Ad Campaigns
LehLah’s latest campaign with Athiya Shetty unveils exclusive closet access
Mumbai: LehLah, a fashion-tech platform, has announced its latest collaboration with Bollywood sensation and fashion icon, Athiya Shetty. In an exciting endeavour, LehLah is set to unveil exclusive pieces from Athiya’s wardrobe exclusively on its app, granting users access to her unique style in a campaign titled ‘Your Closet.’
Continuing their successful partnership, LehLah launches another campaign featuring Athiya Shetty. In this new video, Athiya personally invites users to explore her curated collection, making it easy for them to adopt her iconic style through the LehLah app. For the first time, users can shop directly from Athiya’s closet, adding a unique touch to their wardrobe while supporting a worthy cause.
In a heartfelt gesture, the proceeds from this collaboration will be directed towards Vipla Foundation, supporting their noble cause of empowering women and children.
Commenting on her collaboration for the campaign, Athiya Shetty said, “I am thrilled to share a part of my personal style journey with everyone through LehLah. Fashion is not just about what you wear, but how it makes you feel, and I hope my pre-loved fashion collection inspires confidence and individuality in all who explore it on the app.”
LehLah, founder Ashna Ruia further added, “Collaborating with Athiya has been an absolute joy. Her innate sense of style and commitment to empowering others aligns perfectly with LehLah’s ethos. Together, we are not just offering fashion; we’re fostering a community of self-expression and support, all while contributing to a cause close to our hearts.”
LehLah continues to lead the way in fashion-tech innovation, delivering unparalleled access to exclusive styles and personalised experiences.
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.
