Ad Campaigns
CupShup launches Lee Jeans’ #TheRealDenim campaign
Mumbai: Lee Jeans, the legendary denim brand has collaborated with CupShup, the integrated marketing solution provider to launch a campaign Home of #TheRealDenim to announce the inauguration of its flagship store on Bengaluru’s bustling Brigade Road.
The campaign commenced with a week-long activation across multiple locations starting from pre-hype at RCBUnbox event on 26 March. The first phase of the campaign was an innovative #BrothersInBoxers that was taken live at the Chinnaswamy stadium. Four young boys stood inside the stadium in their boxers with placards communicating that they ‘Won’t be wearing any jeans until the real denim arrives.’
To counter the competitive brand’s store, Lee had 30 “boxer brothers” placed around Brigade Road, holding placards as well. At the time of the launch, all these 30 boxer brothers gathered in front of the competitor’s store, creating a friendly brand war.
On the launch day, along with “boxer brothers”, the famous content creator – Jordindian came to the launch and unveiled the store. During the post-launch phase, the campaign also invited participants to discard their old denim on Brigade Road and walk into Lee Jeans’ store dressed solely in boxers. In exchange, participants received #TheRealDenim from Lee for free. The challenge was met with enthusiastic participation from both local influencers and regular walk-ins, resulting in an impressive turnout.
“Lee has always been a fun & friendly brand. We leveraged their tonality and translated it into a fun disruptive campaign that was in line with it. This gave the customers something to smile about and arouse their curiosity about the brand. We gave the customers and competition something to smile and talk about for weeks to come. The concept didn’t just stay glued to the locality but percolated down to the masses across the city leading to impressive footfalls.”, said CupShup co-founder Sourav Kumar.
“Like the saying goes – a successful campaign begins with a disruptive idea. That’s how we executed the launch of the biggest Lee flagship store in Bengaluru, Brigade Rd in March 2023 with CupShup and advertising agency, Leo Burnett India. With their partnership and seamless execution, not only did we arrive in slick style, bringing the party to the city with Boxer Boys dotting the busiest streets with slogans about their quest for the real denim, we also witnessed the crowds rally and cheer for the cause. Lee – the Real Denim has now found a home in Bengaluru.”, said Lee and Wrangler, India CMO Lokesh Kataria.
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.
