Ad Campaigns
Roopkala (Marine Lines) unveils latest bridal collection ‘NIA’
Mumbai: Roopkala, the luxury women’s ethnic wear brand with a flagship store in Mumbai’s Marine Lines has launched its latest Bridal collection, ‘NIA,’ celebrating the beauty and elegance of a bride’s special day. The campaign, conceptualised and executed by BeanstalkAsia, depicts a bride’s vibrant journey through love, tradition, and culture.
Shot in the stunning landscapes of Nepal, NIA represents brilliance in bridalwear designs and the emotions tied to wedding rituals. The campaign is captured by renowned photographer and filmmaker Kishor Kayastha, who, in collaboration with BeanstalkAsia, has crafted a visual story that embodies every bride’s dream of looking and feeling extraordinary on her special day.
“At BeanstalkAsia, we wanted to go beyond showcasing just beautiful clothes – we wanted to capture the heart of a bride’s emotional journey. We have worked to create a visual story that seamlessly blends Roopkala’s rich heritage with the modern bride’s desire for luxury and grace, all shot in the beautiful and serene locations of Lower Mustang in Nepal. The campaign broke in print, OOH as well as other digital and social media platforms,” said BeanstalkAsia founder Upendra Singh Thakur.
“NIA is designed to reflect the joy, anticipation, and love that surrounds each moment, making it a truly unforgettable collection for every modern woman. The NIA collection, featuring exclusive Sarees and Lehengas with exquisite artistry and intricate craftsmanship, is now available at the flagship Roopkala store at Marine Lines, Mumbai and its online store as well, offering brides a chance to celebrate their wedding journey with unparalleled elegance and style,” added Roopkala director Mukesh Motla.
NIA is more than a wedding collection; it celebrates the bride’s journey from the joy of mehendi and the exuberance of sangeet to the sacredness of haldi and shaadi, culminating in the grandeur of the reception. This collection envelops the bride in timeless elegance while reflecting the emotions of each celebration.
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.
