Ad Campaigns
Marks & Spencer and Grey launch “Rethink” campaign in India
MUMBAI: Grey have created a unique first for Marks & Spencer India – a campaign specifically designed for market, keeping in mind an in-depth understanding of the brand and consumer in India.
While an increasingly more fashion forward audience in India prides itself at adopting new trends and styles, they do feel the need for a guide and a mentor who can provide not just the right inspiration, but also encourage one to go beyond their usual comfort zone.
The spring re-launch campaign invites customers to “Rethink” their wardrobes, with guidance and inspiration from Marks & Spencer. Style is about having
the confidence to try something new, so whether you want to dip your toe in the water or leap in and take the plunge Marks & Spencer is here to give you the confidence to try something different.
The series of ads shot in street style settings challenge people to “Rethink” the latest trends and occasion wear, with double stripes, pink on pink, animal print for work, styled up joggers for the weekend, and will run across print, social, digital, out of home and in-store.
Ira Dubinsky, Head of International Marketing at Marks & Spencer, said: “We’re really excited to launch the ‘Rethink’ campaign in India, it’s the next evolution for Marks & Spencer in India as we look to deepen our connection to the local consumer. The work is totally relevant for the Indian consumer and positions M&S as an incredible destination for style and a trusted partner where they can come for guidance and advice time and again. Developing
the campaign has been a true partnership between our UK and Indian teams,
both agency and in-house.”
Bikram Bindra, VP and Strategic Planning Head- Delhi, Grey group, said: "For Marks & Spencer in India, this campaign is an important step, since it positions it not just as a trend-setter, but also a brand that challenges perceptions and asks you to explore new sides of your personality.”
Marks & Spencer opened in India in 2001 and now 71 stores across the country, making it the retailer’s second biggest market outside the UK.
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.
