Ad Campaigns
Zivame launches new campaign ‘Har Pal Ko Own Karo’
Mumbai: Zivame, India’s No.1 intimate wear brand, continues to encourage and embrace inclusivity and positivity for all body types. As a part of its commitment to body positivity, Zivame’s True Curv range is led by a powerful campaign, “Har Pal Ko Own Karo” (Own every moment), which is inspired by the brand’s positioning of “Wear Your Confidence.”
At the heart of this campaign lies a powerful realization: confidence is essential in all aspects of our lives, and every woman, regardless of her body shape and size, deserves to feel cherished and appreciated every single day.
The film shows the prevailing trend of celebrating only a specific body type and size, neglecting the diverse range of shapes and sizes, in a light way with a powerful message on inclusivity. The campaign features a confident and charming curvy woman who effortlessly navigates various everyday scenarios. From encountering exclusive mannequins to engaging in funny conversations about her curves with a new roommate and gym buddy, the film showcases how she conquers life’s challenges with her charm and unwavering confidence that comes from the right intimate wear by her side.
Zivame head of brand marketing Khatija Lokhandwala said, “At the core of our brand lies the empowering message of Wear Your Confidence irrespective of one’s age, size, or body type. Our latest campaign for our True Curv range amplifies our commitment to inclusivity and body positivity and reinforces the belief that every woman, regardless of her shape or size, deserves to feel celebrated and valued every day.”
For the True Curv squad, Zivame offers inclusive sizing from 34DD to 48E.
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.
