Ad Campaigns
Bottega Veneta launches new campaign starring Jacob Elordi
Mumbai: Bottega Veneta launches a new campaign starring brand ambassador Jacob Elordi. The campaign, captured by Magnum photographer Alec Soth, draws on the brand’s integral code of movement to celebrate “Going Places”. Shot on location in Utah and Nevada, it shows Elordi moving through the dramatic natural features and sleek architecture of the desert.
With Elordi in dynamic and balletic poses, the cinematic images spotlight new Bottega Veneta travel accessories and underscore the motion and discovery at the heart of the brand’s heritage. Established in 1966, the house set itself apart with the softness and malleability of its leather goods. Unlike the more formal and structured bags that dominated the market at the time, Bottega Veneta designs were supple and flexible, readily adapting to the wearer in motion.
Creative director Matthieu Blazy said, “Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specialises in bags, it is about movement, going somewhere; there is fundamentally an idea of craft in motion.”
This heritage also draws on Bottega Veneta’s roots in Venice, a city distinguished by centuries of cross-cultural trade and encounter, where artistic techniques, ideas, and motifs flowed with the movement of merchants and goods.
True to this history, the “Going Places” campaign celebrates a spirit of travel and exploration and coincides with the launch of several new Bottega Veneta travel products. Key pieces featured in the images include a new edition of the Andiamo bag in canvas and leather, a weekender travel bag in weathered brown leather, and a belt with a snake-inspired buckle. In a particularly energetic image, Elordi is seen leaping across a crevice in the rocks carrying the weekender bag. In another, he strikes a balletic pose beside the Andiamo – a bag named, suitably, after the Italian expression for “Let’s Go!”.
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.
