Ad Campaigns
Being Human celebrates with eight unsung heroes
MUMBAI: Being Human, a clothing line “with a heart,” is all set to celebrate the completion of five years in the fashion retail industry.
The brand was launched by filmstar Salman Khan, and its global licensee, The Mandhana Retail Ventures. After launching in Europe, the brand was launched in Middle East, India, Nepal and Mauritius over the past five years.
At present, it has more than 600 points-of-sale globally. The brand has received global acceptance due to its unique model wherein, through the sale of each garment, the brand supports education and healthcare initiatives undertaken by Being Human – The Salman Khan Foundation.
This brand is an interesting mix of creativity and functionality supported by cost-effective product development. Taking the brand ethos forward, the clothing line has made a distinct identity for itself in the retail industry by employing one differently-abled employee as a fashion consultant in each of its stores.
To mark its anniversary, #5YearsOfBeingHumanClothing campaign by the brand features Salman Khan and eight Unsung Heroes from distinct fields. The campaign is shot by the renowned photographer Prasad Naik and conceptualised by agency Pulp.
Each individual is an unsung hero of a space which our society needs but are hesitant and callous about. This initiative by the brand stands for and believes in Being Brave, Being Courageous and most of all, Being an Awesome Human
1. Arjun Meghe & Jyotibha Patil who are the founders of ‘Insaniyat’, a non-profit organisation aimed towards social development.
2. Karan Berry who makes ‘zero-profit shoes’ for differently-abled people.
3. Deane de Menezes, the founder of ‘Red is the New Green’, conducts awareness sessions about menstruation across society while also providing access to economical sanitary options and safety measures to dispose of menstrual waste.
4. Rajeev Dilip Kher, who founded ‘3S India’, runs a sanitation drive addressing hygiene-related issues which has benefited over one million.
5 Maitreyi Jiwchkar, who brought up ‘Zero Gravity’, was established as a youth-led entity connecting change-makers to opportunities on a single platform for social good based on innovation and ideation the fields of education, environment healthcare and rural development
6. Poorva Shingre, who works at ‘Once upon a Doug’, helps cotton women farmers get a reliable secondary income from hand-made, up-cycled cotton bracelets, which are sold globally.
7. Raviraj Shetty, who works for ‘Ummeed Child Development Center’, an NGO which provides care to children experiencing disabilities and their families.
Taking this idea forward, the brand will launch a digital campaign inviting all to share inspiring stories of anyone they may know by using the hashtag #5YearsOfBeingHumanClothing and will give chance to get featured in their next campaign along with other rewards such as vouchers from the brand.
Khan said: “These heroes made me see the world through their eyes. Their constant efforts to make a difference and create positive change is simply phenomenal. When I see so much selflessness, compassion and eagerness to do good for our society, especially in such young people, it is an absolutely great feeling.”
Mandhana Retail CEO Manish Mandhana said: “In a span of five years we have seen global acceptance for the brand Being Human Clothing and with a total reach of 600+ point of sales worldwide. The campaign #5YearsOfBeingHumanClothing is our success gesture.”
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.
