Ad Campaigns
Amazon Fashion adorns ‘fresh new look’
MUMBAI: Amazon Fashion has come out with its latest campaign called ‘Fresh New Look’ to put forth a language of fashion that is synonymous with the youth of today. The campaign addresses today’s youth who adopts a fresh approach to the situations that they encounter each day. This is also reflected in their choices for fashion, where they are searching for fresh collection. Amazon Fashion enables them to access a wide range of well-known fashion brands by providing their latest collections that are refreshed every month.
The new generation is a believer that there is no alternative to success apart from hard work. They also believe that it is crucial to project status and accomplishments as they upgrade and evolve which emanates from the desire to be seen as worthy within their social construct. These youth believe in taking a new style to any situation presented to them, which is reflective of their choices, including their choice in fashion. Based on this insight, through new & refreshed collections, Amazon Fashion helps the younger generation to stand-out, yet fit-in. The campaign enables them to project their status, and expresses who they are.
The campaign is supported by a robust communication that spreads across digital,press, outdoor and radio. The campaign is conceptualized and executed by Ogilvy.
Amazon Fashion head Arun Sirdeshmukh said “The new Amazon Fashion campaign – Fresh New Look – encapsulates the young generation’s ideology and philosophy that sees fashion as not just an extension of their personality but establishes who they are! With the recent launch of marquee brands like Under Armour, Marks & Spencer, CONFLUENCE by Swarovski, Michael Kors and many more, we are delighted that Amazon Fashion is becoming the preferred destination for customers to discover and buy a wide selection of top fashion brands. We will continue to bring all that’s fresh, trendy and chic to our customers’ doorsteps across the country”.
Ogilvy executive vice president Kiran Ramamurthty said,”The campaign is aimed at a generation that is focused, driven, believes in values, takes on challenges, and is open to fresh, new ideas and approaches. The campaign resonates with the mind-set of today’s youth – a mind-set that believes in action, and not mere looks. After all, this a generation that believes in working hard, being dynamic, and adopting a fresh approach to an everyday situation in a way that’s reflective of their choice in fashion. And, therefore the thought – Fresh New Look”.
Ogilvy executive creative director Azazul Haque says, “The campaign is a new take on fashion and talks to today’s generation which believes in doing things their own way, be it a thoughtful gesture or an unusual way of doing the mundane, even as they look good doing so.”
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.
