Ad Campaigns
ADK Fortune launches ‘Khel Gaye Chief’ for Red Chief
MUMBAI: Red Chief, one of the oldest and most trusted footwear brands in the Indian market from Leayan Global, has launched its new ad campaign ‘Khel Gaye Chief’ with Vicky Kaushal. Targeting the youth of the country, the new campaign, conceptualised and executed by ADK Fortune Communications Pvt Ltd, highlights the strength and comfort that Red Chief leather shoes essentially stand for.
The commercial features a gutsy Vicky Kaushal tackling a couple of goons by tricking them into reaching the police station. Very smoothly, he tricks the goons while running, climbing, and jumping to show how these shoes are made for today’s fast lifestyle. The film therefore serves as a testimony of how tough and flexible these leather shoes from Red Chief are.
Commenting on this new association, Leayan Global Pvt Ltd MD Manoj Gyanchandani said, “We are delighted to have Vicky Kaushal as the Brand Ambassador for our leading leather footwear brand, Red Chief. Vicky gels very well with our Red Chief brand image, which is rugged, tough, and confidently stylish. We are quite confident of taking our brand to next level of growth and expansion across the country with a strong youth connect in masses.”
ADK-Fortune Communications Pvt Ltd ECD Uday Rao said, “The attempt with this communication was to underline the style aspect that has evolved to be in sync with the times along with strengthening the existing brand image through an exciting, short, and a charming story.”
Commenting on his association with Red Chief, Vicky Kaushal said, “It feels great to be associated with Red Chief, a home-grown footwear brand that enjoys mass appeal, backed by top-of-the line features and quality in their wide range of casuals, formals, and outdoor shoes. The brand gives one a sense of completeness in their looks and a distinct unique personality.”
“Red Chief always stood for the Power of Real Leather. With Vicky seamlessly embodying the real sense of power with much ease and wit makes the whole plot highly entertaining & endearing,” said ADK-Fortune Managing Partner Subroto Pradhan.
The campaign broke on 7 December 2019 and is backed-up by heavy media burst, online and offline.
Red Chief currently has 170 retail stores and more than 3,000 multi brand outlets (MBOs) across India. The brand is also available on all major online shopping platforms.
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.”
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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.
