Ad Campaigns
“Every special occasion deserves an Arrow!”: Hrithik Roshan in the latest campaign
Mumbai: Arrow, the iconic fashion brand has unveiled its new campaign. Conceptualised by WYP, a Wondrlab company. The campaign stems from the insight that in the mind of the Indian male, Arrow has always been seen as being one for special occasions in life. The brand strengthens that position with the new campaign that calls out “Every special occasion deserves an Arrow.”
However, their starting point wasn’t just a line. Instead of just creating an ad, Arrow wanted to create an act that would help cement the position of the brand in the minds of the consumer. They did it by creating a special occasion that would be the most natural to brand ambassador Hrithik Roshan. Something he would want to celebrate wearing Arrow.
That is why the first film of the campaign showcases Hrithik as a director. Where he chooses to wear Arrow for his special occasion. Whereas the second ad film features three versions of Hrithik shedding light on all the special occasions that deserve an Arrow.
Speaking about the campaign, Arrow brand ambassador, Hrithik Roshan, said, “I love how Arrow celebrates every special occasion in our lives with its versatile collection of menswear. I am thrilled to be a part of the new Arrow Campaign, in which I celebrate my milestone moment. From 25 years of being in front of the camera, I have stepped behind it for the Arrow campaign.”
Wondrlab co-founder and CCO Amit Akali said, “Arrow has always looked at creating work that pushes boundaries. So have we. That’s why for ‘Every special occasion deserves an Arrow’, we wanted to focus on an occasion that Hrithik would truly mark a day of celebration for him”
The film shows Hrithik Roshan on a film set getting ready for a special occasion dressed in Arrow. Once he walks on the shoot floor, instead of acting in front of the camera, he goes and sits in the director’s chair! And reveals his special occasion to the world.
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.
