Ad Campaigns
Bombay Shaving Company Women signs on Alaya F as brand ambassador
Mumbai: Bombay Shaving Company Women, a spin-off of men’s grooming brand Bombay Shaving Company (BSC), has entered into a partnership with Bollywood actor Alaya F. This represents BSC Women’s commitment to reimagining hair removal solutions for women in the country.
The announcement comes with the launch of a brand film and campaign curiously named ‘SmoothAF’ that aims to live up to the brand’s promise of delivering innovative and highly experiential hair removal products for the bold and uncompromising young women of today.
“I was a part of the BSC women tribe even before signing the contract. I have been a regular user of their hair removal products for some time, and can personally say they are fab,” said Alaya F. “I’m so enthusiastic about what the brand is trying to achieve because I see so much of myself in it. I’m thrilled that this vibe has come through in the film as well.”
The campaign has been co-created with The Collective Artists Network and produced by Cutting Crew Films. It shows Alaya as her authentic self, through uninhibited movements, playful musicality, and progressive imagery in an exciting, bold, and badass tone, while still retaining her endearing innocence.
“There can be no better embodiment of the spirit of the brand and business than Alaya. From her posts signed off as ‘AF’ – to the way she moves – Alaya F is a non-conformist and personifies the bold and unapologetic women of today,” stated BSC Women head Siddha Jain. “We are delighted to have her as the face of the brand because not only is she absolutely talented and gorgeous but she constantly challenges the status quo while being her 100% authentic and kind self. Our association with her is a step towards reinforcing the connection with our consumers who are raring to change the game and take the world by a storm.”
In addition to collaborating with numerous influencers across the board, the campaign is being deployed on major OTT platforms & programmatic advertising, along with popular social, online, and offline channels.
“This is a very exciting phase for us. We have always been confident of the women’s business-leading us into the future,” said BSC CEO Shantanu Deshpande. “Today we are loved by people who know us. But thanks to the nature of the women’s personal care category and this new association with Alaya F, we are poised to take the leap, and become a loved, talked about, and shared brand, across the nation.”
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.
