Ad Campaigns
Fiama Men onboards Shubman Gill as the brand’s shower ambassador
Mumbai: Since time immemorial, many have believed that quick showers are for men and long indulgent showers are for women. Fun Fact! Men like showers that allow them time to take a pause, recharge, reflect and just enjoy while they soap up. Fiama Men’s shower survey reiterates this fact; contrary to popular belief, it reveals 75 per cent of young men enjoy showers as much and explore ways to elevate the ambient experience, be it with a specially curated shower playlist, speakers, or a fresh, indulgent product. Fiama Men, is one of the first brands to acknowledge this shower truth and relay the same with one of India’s most promising young talents, Shubman Gill, as the ambassador.
Joy of bathing is at the core of ITC Fiama’s brand design. Through its assortment of wash products, Fiama leverages its strengths in research and development to design a mood uplifting portfolio. Fiama Men is designed on the same ethos continuously evolving to meet emerging needs of young India. Fiama Men’s most recent personal wash launch of the charcoal & grapefruit gel bar and shower gel brings to bear this continuous endeavour to delight the consumer with the best.
Conceptualised by Brand David and produced by Caffeine Films LLP, director Aarti Desai helps Fiama Men break the myth of showers being a chore. With the shower ambassador, Shubman Gill, Fiama Men portrays the everyday fun shower routine that many young men are increasingly adopting. In a rhythmic visual narrative set on a chartbuster Bollywood song, the film presents a foot-tapping experience. Be it a hectic lifestyle, intense work pressure or everyday stress, a shower is the first step to start afresh or unwind. Making it fun just helps better to disengage from the cacophony of life and relax. The new Fiama Men charcoal & grapefruit gel bar and shower gel with its refreshing skin feel adds to this new age shower experience.
ITC Ltd personal care products business divisional chief executive Sameer Satpathy stated, “Looking and feeling good both are at the core of grooming today. Every individual has a different perspective, be it the choice of grooming products or their shower preferences. Fiama Men is at the forefront of this new wave of grooming and feeling good that truly begins in the shower. The new charcoal & grapefruit gel bathing bar and shower gel, designed to elevate the everyday bathing experience, taps into the shower mood of young men. Fiama Men with Shubman Gill as the new shower ambassador is set to enrich grooming experiences.”
The Fiama Men shower survey also reveals that more than 65 per cent of young men consider bluetooth speakers and a curated playlist as perfect partners for a great showering experience. In addition, the survey states that more than 60 per cent of men not only have a fixed showering routine but also enjoy upbeat music while taking a shower.
Excited about this new partnership, one of India’s emerging young cricketing talents, Shubman Gill said, “Routines and rituals are part of everyday life. Mine is all about hard work, perseverance and performance but I also ensure taking time out for myself to rejuvenate and refresh. A refreshing, indulgent shower is my way of chilling – Mood playlists, grooving to the beats and just chilling under a shower! Nothing refreshes truly like Mazze ki freshness and I am really glad that a brand like Fiama Men acknowledges this need of a shower experience to start afresh or just unwind.”
Commenting on the campaign, creative director Aarti Desai added, “The category for Men’s soap can be pretty clinical and vanilla. We wanted to create a mood of freshness with a whole lot of fun added to it and to see Shubman Gill having a blast in the shower.”
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.
