Ad Campaigns
Imara inspires Shraddha to ‘Fashion your own world’
MUMBAI: Imara, the celebrity fashion line founded by Universal Sportsbiz Pvt. Ltd (USPL) with Bollywood sensation, Shraddha Kapoor has launched ‘Fashion your own world’ – its latest national brand campaign on the launch of its A/W 16 collection.
This season, Imara gives every woman the right to style her dream world. The AW 16 Imara collection emphasizes on the fact “you create your world.”
With stunning imagery that draws inspiration from nature – the visuals transport Shraddha Kapoor to the lands of oysters, butterflies and fireflies emphasising freedom.
The central theme of the campaign is to empower women that they make their own choices and should stick to it and never let anyone ever influence their life changing decisions. The campaign consists of three visual narratives. Each of these narratives depicts Shraddha in various avatars, confident and fearless. The message is for the contemporary women – to be confident, have an opinion, and to stand up for one’s own belief system.
Universal Sportsbiz CEO Anjana Reddy commented, “Imara has carved out a space for itself with breathtaking imagery that celebrates the power of women who live life on their own terms. This season, we continue Imara’s journey with Shraddha Kapoor, showing the Imara woman fashioning her own world.”
Fisheye creative director Orko Basu said, “The spirit of Imara has always manifested itself in strong women. For Autumn/Winter 2016, we decided to focus on festive, celebratory images that showcase Shraddha Kapoor using nature to bring light and joy to the world around her.”
Imara co-founder Shraddha Kapoor said, “I’m always excited to be in an Imara campaign and the latest one lives up to its own high standards, with images that are simply amazing. To all the girls out there, I have but one message: stay true to yourself, fashion your own world.”
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.
