Ad Campaigns
Collective Creative Labs and Liberty Shoes unite for a new campaign
Mumbai: Collective Creative Lab’s latest campaign for Liberty Shoes “Mera Joota Hindustani” captures the essence of Indian pride and ownership for Liberty’s latest launch of graphic sneakers. Rooted in the Swadeshi concept, this campaign resonates with an audience that has a strong preference for homegrown brands over international ones, a sentiment we’ve leveraged to great effect.
Set against the backdrop of Independence Day, the film showcases Liberty’s new range of shoes in a vibrant, celebratory environment. Collective Creative Labs has brought together people from various age groups, with a focus on the youth of India, to celebrate the rich diversity of cultures that make up our nation and the shared pride in being Hindustani.
Five artists MC Square, Riar Saab, Shilpa Rao, Karan Kanchan, and Killa K were brought onboard. The music, produced and composed by Karan Kanchan, is an infectious, groovy track that unites these talented musicians in creating a phenomenal song. Collective Creative Labs took the reins of this campaign’s creative production, crafting a visually striking world that embodies the India of today, leaving the audience with a powerful message: being desi is undeniably cool. Collective Creative Labs is the production arm of Collective Artists Network, India’s pop culture marketplace.
Collective Artists Network co-founder and chief revenue officer Sudeep Subash commented, “At Collective Artists Network, our mission is to be at the forefront of pop culture, and ‘Mera Joota Hindustani’ campaign is a perfect example of that. We ensure we’re not just creating impactful campaigns, but also utilising an entire flywheel of Collective offerings that will create a lasting impact for our brand partners.”
Liberty Shoes head of marketing Barun Prabhakar said, “Mera Joota Hindustani is more than just a campaign—it’s a celebration of our roots, our individuality, and the vibrant spirit of Indian youth. By blending new age instances with a strong Swadeshi narrative, we’ve crafted a campaign that resonates with a new generation, empowering them to wear their identity with pride. Working with Collective Artists Network has been a pleasure where we could package the entire project right from music, talents and creative production, all under one roof and create an impactful campaign.”
Collective Creative Labs business head Sanjana Jain explained, “Pop culture drives today’s marketing, and our recent Liberty Shoes campaign proves how creativity and cultural relevance can hit the mark. At Collective, we’re your go-to for all things pop culture, offering brands fresh and unique solutions that truly stand out.”
Prachaar Communications founder Rakshit Jain said, “Creating the ‘Mera Joota Hindustani’ campaign was a testament to the power of synergy. Collective Artists Network helped bring this vision to life by seamlessly integrating talent, music, creative production and execution. Partnering with Collective, we crafted a campaign that not only celebrates our Indian identity but also resonates with the youth in a way that’s truly viral.”
Director & DOP Nikunj Singh shared, “I envisioned an extravagant and celebratory piece that captures the spirit of our nation, where celebration serves as a unifying force amidst our diversity. Keeping this vision in mind during the conceptualisation phase, Collaborating with Collective Artists Network helped blend the finest elements with subtle quirks to breathe life into the project.”
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.
