Ad Campaigns
Flipkart Fashion launches fourth edition of ‘India Ka Fashion Capital’ campaign
MUMBAI: Flipkart Fashion has launched fourth edition of ‘India Ka Fashion Capital (IKFC)’ campaign. The campaign builds on the previous three that established Flipkart Fashion as the go-to-fashion destination for all shoppers across the country. This edition built around the theme ‘Don’t Stress, Karo Impress’ addresses the stressors that many consumers face around online shopping for their fashion needs.
Offering the largest collection of trends, celebrity inspired styles, an easy 30 days returns and 100% refund policy, along with a host of genuine brands, Flipkart Fashion promises to make the best of your fashion shopping experience.
The campaign will go live on television and digital platforms for a period of over five weeks until December 15. Apart from 4 TVCs, consumers can also expect a plethora of curated digital content. From short videos talking about the benefits of shopping on Flipkart Fashion to a host of social media challenges, consumers can expect to see Ranbir and Alia in various engaging and interactive formats.
Alia Bhatt and Ranbir Kapoor will appear on-screen for the second time this year for the latest edition of Flipkart Fashion’s ‘India Ka Fashion Capital’ campaign. Looked upon as fashion icons by millions of young Indians, the two stars will encourage India’s large and growing base of internet users to overcome their shopping hesitancy and fashion inhibitions through the newest offerings and trendiest selections on Flipkart Fashion.
n addition to Alia Bhatt and Ranbir Kapoor, Flipkart Fashion will also collaborate with top fashion influencers across the country. These influencers through their interesting content formats will educate consumers to overcome any stressors and make the right purchase decisions. Through this integrated approach, Flipkart Fashion aims to engage with a diverse audience across the country, celebrating all things fashion.
Sharing his views on the latest edition, Flipkart Vice President and Head of Marketing Vikas Gupta, said, “We are excited to launch the fourth edition of ‘India Ka Fashion Capital’ with Ranbir and Alia. They are not only fine actors, but also hugely popular style icons. While the previous three editions established Flipkart as India’s most preferred destination for trendy and affordable fashion, our research indicated that online fashion purchases are still impacted by certain inhibitions. Through this latest campaign and our proposition of ‘Don’t Stress, Karo Impress’, we are confident that we will help address consumer concerns and encourage them to interact with our platform and make the best fashion choices.”
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.
