Ad Campaigns
Ajio steps up to bat with new IPL campaign
NEW DELHI: Fashion e-commerce platform Ajio has released a film for the IPL season highlighting its wide range of offerings which extends from premium to popular global brands. The 45-second TVC will be aired on mainline media channels (both IPL and non-IPL channels) and on digital platforms like YouTube, Facebook, and Hotstar. The campaign will be aired during this season’s IPL with three 15-second down-edits as well.
The film is one epic game of cricket unfolding on the stark backdrop of a massive airstrip, played by some of the hottest international models in town.
True to the bold, high-on fashion idiom of the brand, the film is set to feet thumping track and raises a visually stunning toast to cricket. All to drive home the point that ‘The world’s best fashion brands play here’.
A quirky cocktail of fashion and cricket, the campaign underlines Ajio’s position as the Powerhouse of Brands with over 6,00,000+ styles from 2000+brands.
The campaign and film is conceptualised by Phantom Ideas, the Bangalore-based creative hot shop known for its work for fashion brands like Ajio, Benetton, Forever21, Reliance Trends, John Players amongst many others, and directed by the highly acclaimed fashion filmmaker Razy.
Phantom founder and Chief Creative Officer Robbie Anthoney said, “The idea was to have two wildly different worlds collide to dramatic effect –cricket and fashion. We see Ajio as a playground where some of the coolest brands in fashion can come together in fresh, unexpected ways. Cricket was just the right backdrop to give this idea the kind of scale—and style— that Ajio is synonymous with.”
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.
