Ad Campaigns
Calvin Klein launches new watches campaign in India starring Disha Patani
Mumbai: Calvin Klein watches has unveiled its latest campaign in India starring Disha Patani, internationally acclaimed Bollywood actress and model. The campaign evokes the sensual, modern aesthetic that the brand is known for while highlighting its Spring 2023 collection of sleek, sculptural timepieces.
“Disha’s confidence and strong presence make her the ideal representative for Calvin Klein watches in India,” said Movado Group Inc. global general manager, Calvin Klein watches and jewelry, Caterina Miduri. “Her sophisticated, sensual energy translates on and off the screen, and brings our Spring 2023 watch collection’s modern designs to life in this latest campaign.”
Movado Group Inc. president international Xavier Gauderlot said, “For Calvin Klein watches, we are committed to offering timepieces that embody the Calvin Klein aesthetic of timeless elegance, modernity, and superior craftsmanship. We look forward to inspiring individuals to express their personal style through our Calvin Klein watches collection and this campaign in India.”
“I feel honored and proud to be partnering with such an iconic brand as the face of Calvin Klein watches for their next campaign in India,” said Patani. “The brand’s modernism, sensuality and simplicity are aesthetics that resonate with my style, I very much look forward to seeing the campaign featured throughout India.”
The campaign showcases timepieces from Calvin Klein’s Spring 2023 watches collection. In the campaign, Disha wears a rose gold watch featuring a minimal sunray dial with a refined, crystal embellished and softly sculpted bezel on a mesh bracelet. Also featured in the campaign is a modern multifunction watch with concave sub-eyes and stud indices for a subtle edge. The timepiece is available on a carnation gold open link bracelet.
The campaign will appear across digital and social media platforms, out of home placements and at point-of-sale across the region. The collection will be available at authorized Calvin Klein watch retailers, leading luxury retail stores, and online platforms across India.
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.
