Ad Campaigns
Allen Solly defines ‘Future of Bottomwear’ with latest campaign
MUMBAI: Allen Solly, India’s pioneer brand in semi‐formal dressing from Aditya Birla Fashion and Retail Ltd unveiled the latest innovative range of fashion forward trousers through its campaign “Future of Bottomwear”. While Indian men spent heavily on shirts, trousers weren’t given due importance by them even though it was a major part of their attire. Allen Solly wanted to change this trend by shifting the focus from shirts to trousers.
To communicate its shift in perspective and its new offerings, Allen Solly launched a new campaign, conceptualised by Ogilvy, which will reach its target audience with a unique mix of traditional and new age advertising platforms such as TV, Hotstar, cinema halls, and social media.
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Commenting on the launch, Allen Solly COO Anil S Kumar said, “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional workwear offering. This film is another step in that direction wherein we bring alive our brand logo 'The Stag’ and through it we redefine the trouser category for today's workplace. Allen Solly is known to have defined the category of chinos and now we are set to re-define the category again."
Allen Solly creative director Jayanth Gurumurthy further added, “Allen Solly is known for our fashionable and functional take on the new age workwear needs. The collection incorporates blends, which provide comfort and mobility. With innovative detailing and modern construction, this collection aims to redefine the trouser category.”
Ogilvy & Mather, Bangalore chief creative officer Mahesh Gharat said, “Allen Solly has been redefining work wear for a long while now. And this year, it was no different. Carrying forward the same thought process, we cracked an idea that would emphasise the trousers rather than the shirt. We didn’t face much of a challenge in making the film clutter breaking or memorable as Stag took on the role of the celebrity. We found a way to tell the story with the Stag playing an integral role in shifting the attention of the audience from the shirt to the trouser. Quick edits and a peppy track made the TVC even more sticky and popular. And this was just the beginning of the campaign.”
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.
