Ad Campaigns
Vikrant Massey flips into Campus Activewear’s ‘Move Your Way’ campaign
MUMBAI: Campus Activewear has taken its ‘Move Your Way’ campaign to the next level, and this time, Vikrant Massey is flipping the script—literally. The leading sports and athleisure footwear brand launched the second leg of its blockbuster campaign, reinforcing the message of embracing authenticity and moving through life with confidence.
The campaign film doesn’t just talk about individuality—it throws it into a boardroom, flips it mid-air, and lands it right into the heart of self-expression. The film opens with Massey coolly pacing through a high-stakes business meeting. Investors dangle tempting offers—equity, a sports car, a penthouse, even cryptocurrency. But Massey, unfazed, lets his actions do the talking. He executes a flawless backflip in the middle of the room, stylishly nods to his Campus shoes, and drops the iconic line: “Damn good shoes, Yaar!” The investors are left stunned, and the message is crystal clear: When you move your way, the world moves with you.
Campus Activewear CIO Prerna Aggarwal highlighted the deeper philosophy behind the campaign, “Our ‘Move Your Way’ campaign celebrates authentic self-expression, a journey we began with our first film in November. This second film further emphasises our commitment to this philosophy, reflecting our belief that staying true to oneself unlocks greater opportunities.”
Massey echoed the sentiment, saying, “Authenticity has always been one of the greatest treasures I believe in, and I’m thrilled to partner with a brand that not only champions this belief but also mirrors my own journey of embracing individuality. Today’s youth are a force to be reckoned with – they are creative, driven, and unique, yet equally committed in pursuing the journeys that align with their values.”
Moonshot co-founder Devaiah Bopanna shared insights on the creative direction, “Contributing to a brand with such a storied legacy, yet one that’s evolving to meet modern cultural trends, is a rare and exciting opportunity. The brief was all about connecting the dots between the brand’s core belief and cultural insight, all while pushing the creative envelope.”
The digital-first campaign targets Gen Z audiences where they spend most of their time—on OTT platforms, social media, and youth-centric digital touchpoints. By strategically leveraging digital channels, Campus Activewear aims to inspire young consumers to embrace their individuality and express themselves through fashion.
With bold storytelling, a charismatic brand ambassador, and a message that hits home, Move Your Way isn’t just a campaign—it’s a movement. And if Vikrant Massey’s backflip is anything to go by, this is only the beginning.
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.
