Brands
Spykar blends AI and influencers in bold new ‘Made to fit every story’ push
MUMBAI: Spykar has launched a new fashion campaign that fuses AI-generated models with real-life social media influencers, signalling a sharp turn away from old-school male archetypes and towards a more fluid, female-led view of masculinity.
Titled “Made to fit every story”, the campaign centres on Chico, one of the brand’s best-selling denim fits. The films place AI-created characters and human creators in the same frame, a rare move in Indian fashion advertising, to deliver a visually striking and culturally playful take on how men are seen, and how they want to be seen.
Each film opens with a woman’s expectation, voiced online, and then cuts to a stylised, AI-powered fantasy of the male lead fulfilling it. The exaggerated, cinematic transitions keep the tone witty while positioning Chico as the fit that passes every test of desirability.
“Men’s fashion advertising has long been trapped in a narrow idea of masculinity,” said Spykar CEO and co-founder Sanjay Vakharia. “We wanted to flip the gaze and tell stories that feel closer to how young people connect today. Using AI models alongside creators lets us do that in a way that is both tech-forward and culturally relevant.”
Running across three stories, the campaign lands on a single provocation: “Every girl has a story: the real question is, are you dressed to be the main character in it?”
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
