Ad Campaigns
fbb fashion brand Buffalo hits 40-year milestone
MUMBAI: Celebrating its 40-year milestone, fbb’s fashion brand Buffalo has created a nostalgic campaign, ‘Setting You Free’, featuring brand ambassador Varun Dhawan. The campaign has been conceptualised and created by AndAnd and produced by Jump Films.
Shot in breathtakingly scenic and quaint natural landscapes, the story travels between past and present where the protagonist, Dhawan, reminisces his experiences as he sifts through his wardrobe. While he touches and feels all his Buffalo apparels, he is taken on a nostalgic journey of all the stories connected to the same. He is reminded of his spectacular adventures, the people he met, the solitude he experienced and how he let go of his inhibitions and set himself free.
Celebrating the four decade success fbb COO Rajesh Seth said, “It’s not every day that we see brands successfully serve for forty years. We celebrate the 40th year of our iconic brand Buffalo with pride and are filled with gratitude for the undying support by our customers. We believe that this is just the beginning and are working towards achieving many more milestones.”
Speaking about the campaign, AndAnd Brand Partners Pvt Ltd co-founder Anand Subbarao said, “When you have Varun as an ambassador for a popular brand like Buffalo, executing the campaign is a seamless process. The brand has a strong yet soft personality that matches with the superstar; which is why the film looks distinctly great.”
Buffalo brand ambassador Varun Dhawan said, “As someone who truly believes in style, I am extremely happy to be associated with a brand like Buffalo which has been creating styles for four decades. Just a glance at the range will make you fall in love with the adventurous, stylish and comfortable collection of the brand. Kudos to Buffalo and I look forward to celebrating many more birthdays with this brand.”
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.
