Ad Campaigns
In association with DDB Mudra Group, Ethnix by Raymond announces its latest campaign
Mumbai: In partnership with DDB Mudra Group, Raymond Ltd. has launched an exclusive campaign for Ethnix, showcasing the latest collection to celebrate the joy of shopping together with family and friends. This campaign celebrates the grandeur and glamour of Indian festive fashion.
With the wedding season upon us, Ethnix by Raymond is set to offer the best ethnic wear fashion, such as sherwanis, kurtas, bundis, and jackets, to shoppers. Raymond is in the process of launching more than 90+ ethnicwear stores across India for families to shop together, coordinate outfits, and complement each other’s looks.
The brand has adopted an integrated approach to bring alive an idea, integrating fashion with togetherness and inclusivity. The campaign comprises a megafilm for theatre release, print, outdoor, and digital advertising.
Elaborating on the campaign, Raymond CMO Himanshu Khanna says, “Weddings and festivities have always been occasions to unite families. The preparations start well in advance, usually with extensive and intensive shopping trips. The vibe of these festivities can only be cherished when families shop together. The idea of this campaign is to reinforce the fact that Indians are all about celebrating every happy occasion with family, be it a festival, wedding, or shopping spree.”
DDB Mudra Group’s national integration head Gaurav Magotra said, “Shopping online is a convenience. But shopping at an exclusive store is an experience. We wanted to celebrate the magic of getting ready for a big occasion on a bigger map. The baaraat could, in fact, begin at an Ethnix by Raymond store!”
The Ethnix by Raymond advertisement will be screened across movie halls in cities where the brand has a physical presence through stores. The campaign will also have a significant digital presence. Shot entirely in an Ethnix by Raymond store, the film invites families to participate, feel the emotions, and have fun while shopping.
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.
