Ad Campaigns
Brand Factory captures the essence of Mumbai through a musical rap
MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.
Its #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory. Created on a foot tapping musical rap, the lyrics describe Mumbai’s love for little things like bun maska with cutting chai and important festivities that sparkle the eyes of all Mumbaikars.
With massive discounts on over 200 original brands 365 days a year, Brand Factory offers a list of offers longer than the sparkling Queen’s necklace facing the shores of Mumbai. Executed by Circus Elephants, the music is composed to impactful lyrics by Shalini Sen and sung by the talented Revant Shergill. The one minute musical video is an ecstatic delight as it captures iconic places, beaches, cricket craze, undying love for street food and elements that make Mumbai.
Brand Factory CMO Roch D’souza says, “There Are Many similarities between Mumbai and Brand Factory. Just Like Cutting chai, Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”
Circus Elephants business director Ritesh Shastri adds,“It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory.”
Increasing its presence all over Mumbai, Brand Factory opened its 10th swanky store located in Andheri, east. Within just a decade of operations Brand Factory has more than 69 stores in 28 cities across the country. #MadeForMumbai campaign has crossed over 1.7 Million views across digital platforms and has over 7K shares.
Known for its unique proposition, Brand Factory provides a minimum 20 per cent and upto 70 per cent discount on more than 200 original brands throughout the year. Some of the brands include Adidas, Reebok, Skechers, Fila, Spykar, Levis, PEPE, US Polo, Crocodile, Buffalo, Lee Cooper, Indigo Nation, London Bridge, Louis Philippe, John Miller, Turtle, Peter England, Huur, Srishti, Ethnicity, Gini & Jony, Mini Klub, VIP, Skybags, Caprese, Lavie and more.
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.
