Ad Campaigns
Indifusion launches its fusion fashion collection in its first campaign
Mumbai: Indifusion, the Indo-western brand by Bestseller India has revealed its first brand campaign, “Flaunt your Indi”. An amalgamation of Indian tradition with international fashion is what Indi’s brand promise is all about.
The campaign is conceptualised and executed by Thought Blurb Communications. The agency won the creative business for the brand following a multi-agency pitch.
Fusion fashion is something that we all have been experiencing since decades but establishing the right mix of Indian creativity with a Western outlook is stimulating. Indifusion has utilised design, colours, texture and fabrics from both, Indian and Western sensibilities in its collection.
The launch of the brand’s communication is multi-faceted and spans across film, print, outdoor and digital mediums – which is also a reflection of the brand’s spirit to blend Indian and Western cultures in its apparel. The campaign is shot in Ladakh and the models are European, Indian and a few from Ladakh itself. Ancient monasteries, magnificent palaces, petal-strewn forest floors and placid lakes, make for a scenic view of the campaign. The casting of multicultural models brings alive the theme of fusion in every way.
Focusing on the strategy of the brand, Bestseller India CEO and country head Vineet Gautam said, “Bestseller India has always been at the forefront of getting international fashion to India. But with Indifusion, we intend to expand our portfolio and cater to a larger set of audience with Indian fusion wear. Indian wear will always be at the heart of our country and by using our existing expertise in the retail industry, we will drive Indifusion to be a key player in this segment. ‘Flaunt your Indi’ is our first campaign for the brand, and we’re excited to see how it connects with our customers.”
Discussing the creative thoughts which led to the culmination of the brand campaign, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “The look had to be of a high fashion Indian brand appealing to an international audience. This is for the woman who wants more than what off-the-rack brands can provide her. The treatment of the film interlaces a light, playful soundtrack and has been visualized with an overall sense of joy. The product design played hand in hand with the vision we had for the brand.”
Thought Blurb Communications executive creative director Renu Somani added, “The creative inspiration behind the campaign comes from the distinctive fashion that the brand portrays. After having seen the designs curated for the collection, the fusion of two different perspectives was very apparent. There is grace, elegance and beauty in the contrast of simple lines and intricate textures. This fashion of the brand slanted the thinking – towards a zone that is grounded yet flighty, Indian yet global, a grammar that is uniquely Indifusion.”
Bestseller India operates 20 brands, such as women’s western wear labels Only and Vero Moda, and menswear brands like Jack & Jones and Selected Homme. Talking about Indifusion, every collection from this brand will showcase not only a signature style, but it will also explore aspects of India and Indianness that have not been explored in the fashion arena.
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.
