Ad Campaigns
Campus unveils #MoveYourWay campaign with Vicky Kaushal
Mumbai: Campus Activewear has launched a new campaign film featuring brand ambassador Vicky Kaushal. The film celebrates the spirit of youth, encouraging them to move through life with confidence and individuality. The central theme, ‘Move Your Way,’ highlights the power of authenticity and encourages the youth to trust their own rhythm while carving unique paths in life.
The film opens with Vicky entering a meeting with a director and producer, exuding confidence as they discuss a film role. As they present the offer, Vicky becomes absorbed in the rhythm of the moment, moving with a natural flow. To ensure they don’t lose him as the lead, the filmmakers offer him a double and even triple role. Just as the tension builds, Vicky breaks into an unexpected dance, pauses, and with a grin, says, ‘Damn good shoes, yaar!’ while pointing to his Campus Shoes. The director and producer, stunned and confused, watch as Vicky walks away, leaving them with an exciting offer to consider. The film ends with a powerful message: ‘When you move your way, the world moves with you. Campus Move Your Way.’
Campus Activewear CMO Prerna Aggarwal said, “We are witnessing a generation of dynamic young individuals who are not only constantly on the move but are also fearlessly expressing their unique identities through fashion. And Campus shoes is the partner that helps them do this by offering on-trend, fashion-forward footwear that speaks to their authentic selves. Our ‘Move Your Way’ campaign is more than just a message— it’s a celebration of confident self-expression and the freedom to chart your own path. We believe in encouraging everyone to make choices that align with their passions, embrace their journey unapologetically, and express their individuality— whether in extraordinary steps that they take or their everyday moves.”
Kaushal said, “The first step to any journey is believing in yourself. This campaign isn’t just a message; it’s a reflection of how life rewards confidence and individuality. I’m thrilled to be a part of a campaign that captures the essence of staying true to oneself. It inspires young people to take that leap of faith, carve their own paths, and watch the world embrace their unique journey. It’s incredible to be associated with a brand that’s truly driving this movement, empowering individuals to express themselves with confidence and style.”
The campaign will be amplified via 360-degree approach across multiple platforms, including television, print, digital media, news channels, OOH, and all brand touchpoints.
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.
