Ad Campaigns
Allen Solly launches ‘Open Work Culture’ campaign
MUMBAI: Allen Solly launched its latest campaign by the name of ‘Open Work Culture’, recognising the importance of an employee friendly work environment in line with the brand philosophy of ‘Cool Work Wear’.
Conceptualised by Ogilvy, the campaign highlights new age working principles like using environmental friendly commutes, bringing pets to workplace, taking time off work, comfortable work spaces that encourage employees to pursue hobbies. The campaign launched with a TVC talking about pet friendly workplaces and followed it with the celebration of cool commutes to work.
Speaking about the campaign, Ogilvy senior CD Varun Katyal mentioned, “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that'll resonate with the workplace of the future and that's how #OpenWorkCulture was conceived. Now to launch this in cinema, we wowed our audience by making them experience an ad film rather than just watch it on the big screen. And that's what made it sticky and unforgettable."
Allen Solly COO Anil S Kumar said, “Allen Solly’s Open work culture is a fashionable and functional take on the new age work environment and needs. With the new age audience, it is important to connect with them and create a memorable and charming experience. This activation is another experiment in that direction wherein we celebrate the 'open work culture' with a Cinematic flair.”
Allen Solly also did an interesting site campaign at Phoenix Market City, Bangalore, promoting cool commutes to work. A guy came cycling into the theatre, just when the interval lights went on, and left the audience surprised. Once the stunt was over, the emcee took over and asked the audience if they cycled to work – keeping the philosophy of the campaign in sync. The viewers were also given free vouchers.
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.
