Ad Campaigns
Aurelia rolls out its first ever TVC starring Disha Patani
MUMBAI: Aurelia announces the launch of its brand new TVC, starring Disha Patani. This launch marks Aurelia’s first TV advertising, in the past ten years. Conceptualized by Grey Worldwide, the television commercial embraces the different flavours of the festive season. Targeting women looking for great design, fit and quality this festive season, the TVC showcases how Aurelia’s newly launched collection is designed to transform every woman into the celeb of every celebration.
The campaign developed by Grey India showcases Disha in multiple avatars, which are fun and relatable. These avatars represent various aspects of celebrations such as making check lists, decorating the house, gifting, dancing etc. The TVC depicts the belief that the newly launched collection by Aurelia i.e. ‘Celebwear starring Disha’ offers a unique array of colours and designs and no matter which outfit one opts, the spotlight will always be theirs.
Talking about the TVC, Aarti Ahuja, Head-Marketing & Communications, TCNS Clothing Co. Ltd. said, “We are extremely thrilled and excited with the launch of our first ever TVC where Disha is showcasing multiple festive avatars. It marks the dawn of another era after signing Disha Patani as the brand ambassador last year. Looking forward to this association, we are happy to announce Aurelia’s new festive collection that will make you the Celeb of every celebration.”
Highlighting the creative thought process behind the TVC, Grey Worldwide said, “The complete 360-degree marketing campaign, including print, outdoor, digital and in-store visual merchandising is being carried out to launch Aurelia’s debut on TV. It is truly one of the most special works the brand has done this year and should be proud of.”
Aurelia recently launched its Festive Collection 2019 offering a complete wardrobe solution for every woman. The collection features casual wear, office wear, dresses and festive sets.
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.
