Ad Campaigns
Hrithik Roshan directs his first-ever ad campaign for Arrow
Mumbai: Hrithik Roshan, the brand ambassador for Arrow, has directed his first ad campaign – an engaging new commercial for the renowned premium menswear brand. The new ‘Every Special Moment Deserves an Arrow’ campaign encourages men to celebrate every occasion and milestone, whether personal or professional, in style with Arrow’s excellent menswear range.
Roshan donned the director’s hat for this ad and talks about his experience in the film, explaining how he believes that ‘Every Special Moment Deserves an Arrow’. The brand’s message has always been to help customers feel on top of the world with Arrow. The latest film directed by the Bollywood star builds on this inspiring message and emphasizes the fact that every special moment from an office convention or the day you propose to your child’s convocation or your directorial debut, deserves to be celebrated in style with Arrow.
The campaign talks about how every special moment deserves an Arrow, for Roshan, his directorial debut acts as a milestone and a very special moment, and he is having this special moment with Arrow. This campaign also marks the launch of a new collection of versatile wardrobe staples that are elegant, fashionable, and perfect for any celebratory occasion. It comprises a range of elevated formals like wrinkle-resistant autopress formal shirts, autoflex trousers with a flexible waistband, knit blazers, checked shirts, sporty business casuals, ceremonial wear, and modern workwear in terms of the New York collection.
A well-known American professional wear brand, Arrow has been instrumental in shaping menswear since 1851. It was launched in India in 1993 as one of the first premium international brands in the country. Arrow currently has over 200 exclusive stores and is available in over 2000 multi-brand outlets in 109 cities across India.
“I love how Arrow celebrates every special occasion in our lives with its versatile collection of menswear. I am thrilled to be a part of the new Arrow Campaign, in which I celebrate my milestone moment. From 25 years of being in front of the camera, I have stepped behind it for the Arrow campaign,” said Roshan.
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.
