Ad Campaigns
Finding the right fit ‘Feels So Fine’, says Wacoal in new ad
NEW DELHI: Japanese lingerie brand Wacoal has launched its first digital and television advertisement campaign in India. The ‘Feels So Fine’ catchphrase of the new ad campaign emphasises on the incredible feeling of fulfilment brought by a pair of perfectly fitted lingerie, making a woman feel beautiful and confident from within. With India being a priority market, through this initiative the brand aims to strengthen its connect with the Indian audience and penetrate deeper in the country.
Appealing to modern women by demonstrating Wacoal’s commitment to providing innerwear that caters to their requirements, the ‘Feels So Fine’ campaign manifests the incredibly sensorial experience of finding the right fit.
The TV ad has been released in a 20-second format and the digital version as a 60-second film. The campaign will be guided by an intensive cross-platform marketing strategy to engage with the consumers including an aggressive digital approach to reach out to a larger audience followed by some key on-ground activities such as the ‘Can Your Best Bra Feel So Fine’ challenge. The initiative will encourage women to bring forward their best bra and we are confident about finding an offering from Wacoal that feels better.
Pooja Merani, business head, Wacoal India business head Pooja Merani said, “We have had an exciting journey so far and are thrilled to be moving forward in a new direction with the launch of Wacoal’s first advertisement campaign ‘Feels So Fine’ in India. We have launched this campaign across digital and television platforms with the aim of representing our long-standing pledge and philosophy to create lingerie that makes women feel their best and unique selves, always. The new campaign echoes this sentiment and is rooted in the sensorial experience of finding the right fit and how it can make a woman feel beautiful and extraordinary, just the way they are. We are constantly working towards innovating our products with the objective of providing superior quality fits and contemporary designs for the modern woman of today and we are confident the campaign will be instrumental in establishing stronger ties with our target consumer base.”
McCann WorldGroup India VP Suchismita Ganguli said, “We have always had our ears to the ground and echoed the sentiments of the evolving woman consumer. When it comes to lingerie, consumers today are quite demanding. They are looking for the perfect fit, comfort, right support, contemporary designs and varied silhouettes – they want it all. But finding the right bra is more than all of this. It is about how a woman feels when she slips into that piece of lingerie. This is exactly what Wacoal offers – through this brand campaign, we are interacting with women who constantly seek finer experiences in life.”
Wacoal’s network in India is currently located across 22 exclusive brand stores and 28 outlets present in large-format stores, across key markets such as Mumbai, Delhi NCR, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Lucknow etc. Headquartered in Mumbai. Wacoal entered the Indian market in 2015 through a joint venture with Periwinkle Fashions Pvt Ltd, the flagship company of the Tainwala Group.
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.
