Ad Campaigns
Fossil launches Made For This campaign, ushering in a new brand era
Mumbai: Fossil is excited to announce the launch of their latest campaign, Made For This. Alongside the campaign unveil, the brand reveals a complete overhaul of their creative expression across all touchpoints, inclusive of a modernized brand image and premium product assortment.
“Made For This is the culmination of extensive efforts across all areas of our business, in all regions, with both internal and external partners. We dug deep into Fossil’s nearly 40-year heritage and explored not only the role Fossil has played in so many lives for so long, but how the next generation of consumers is connecting most deeply with brands. The result of this work is our multi-year strategy that will bring our beloved heritage brand into its next era and to a new audience,” says Fossil Group chief marketing officer Lisa Pillette. “A core element to this journey is a shared value between Fossil and our consumers: the ownership of one’s time. They’re incredibly thoughtful that time is spent with purpose, intentionality and community. Each way in which Fossil is a part of someone’s life – crafting leather goods that get better with age, the intention behind a watch’s intricate details, the methods in which we connect with our audience – is similarly defined by the time and care taken to create lasting products to be alongside them.”
The holistic brand work also extends into product, including the identification of refreshed signature design elements, premiumization of materials and a refined design vision with the establishment of iconic platforms across categories – elevating the line to coincide with the revitalized brand ethos.
“As people experience moments, big and small, we want Fossil to be present and an important companion on their journey,” says Fossil Group chief brand officer Melissa Lowenkron. “Fossil has a rich history built on innovation and craftsmanship. Our brand strategy focuses on product elevation across watches, leather goods and jewelry. This includes a deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories.”
The lead spot for the campaign – developed by Mekanism, directed by Bradley & Pablo of Prettybird Productions and lensed by Tim Barber—captures the most candid expression of a moment, illustrated with a modern-nostalgic influence. Inclusive of video and image content alongside new copy and graphics direction, Made For This captures the journey of life and joy in the candid moments, while expressing the brand’s sense of wit and optimism.
Roll-out across global markets includes:
- Global campaign launch events during New York and Paris fashion weeks
- Content series featuring partners that reflect the multi-faceted interests of the Fossil Collective—fashion, music, travel and much more—across social channels
- Robust influencer partnership expansion reaching 1,000+ influencers and millions of customers across social platforms
- Refreshed owned brand channels, including website, email, social media and rollout to top retail stores
- Robust digital, print and streaming partnerships across 30+ platforms
- OOH and DOOH amplification in over 10 cities
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.
