Ad Campaigns
Ananya Panday seeks to ‘Redefine Time’ in Esprit’s new ad
Mumbai: American watches brand Esprit has launched a new campaign called ‘Redefine Time’ with Bollywood actor Ananya Panday. The brand campaign will be promoted through all desired media avenues.
With this latest campaign, the brand aims to establish its connect with millennials and Gen Z. The brand film featuring the millennial actor aims to give a message to ‘Redefine Time’ by flipping worldly rules and forgetting outdated norms.
“I always want to be associated with brands that can resonate well with my personality. The brand campaign ‘Redefine Time’ is so powerful and every woman can relate to it,” said Ananya Panday. “The entire campaign shoot was planned in the most non-stereotype manner, matching the non-stereotyped outlook of the brand completely. The designs, the innovation, the bling, and the costing will surely drive a lot of attention of the GenZ and I am looking forward to adding a lot of value to the brand during our association.”
“Esprit is a brand that creates a positive change. It adds a spark in everyday life through radical positivity: Life is more complicated and hectic than ever before,” commented AP Group COO Adi Shroff. “Through this campaign idea our customer will be able to relate herself and also the brand will get the right amount of push and edge to attract the retail partners to the new beginning of Esprit Watches in India.”
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.
