Ad Campaigns
Gypsy Moth launches Flying Machine’s ‘Muhammad Ali Collection’ campaign
Mumbai: Gypsy Moth, the innovative force in fashion and lifestyle, has soared to new heights with the launch of Flying Machine’s iconic Muhammad Ali collection. This groundbreaking campaign not only pays homage to the legendary boxer but marks a pivotal moment in Flying Machine’s narrative.
With just two weeks of intense pre-production, Gypsy Moth orchestrated a concept that defied conventions, aiming to catapult the Muhammad Ali collection into the spotlight. The primary objective behind this content campaign was to launch the officially licensed merchandise with a concept that broke through the clutter of conventional fashion launches. Specifically, the campaign aimed to generate awareness of Flying Machine’s capsule collection targeting all the boxing enthusiasts, the fashion-forward crowd, and every Flying Machine loyalist.
The campaign unfolded as a mesmerizing fashion spectacle, immersing viewers in the captivating world of Muhammad Ali. Multiple backdrops, each symbolising crucial milestones in Ali’s illustrious life, provided the perfect canvas for showcasing the collection dedicated to the GOAT (Greatest of All Time) of boxing. Utilizing creative transitions and animations, Gypsy Moth brought a vibrant aesthetic to the forefront, keeping the focus firmly on the wardrobe. Models moved strategically amidst dynamic camera angles, seamlessly transitioning between backdrops, and presenting the collection in its entirety.
At its core, the campaign aimed to convey the essence of Flying Machine’s new capsule collection. Through a fusion of captivating visuals and immersive storytelling, the campaign resonated with audiences, positioning Flying Machine as a brand synonymous with style, innovation, and timeless allure.
A staggering 40 pieces of content were generated for the campaign, ranging from campaign videos and down edits to campaign images, each meticulously crafted to capture the essence of the legendary collection. These assets were strategically deployed across various digital platforms and in-store displays, ensuring widespread visibility and engagement throughout the campaign period, which spanned from 6 September to 27 October.
Gypsy Moth founder Priyanka Chugh added, “The journey was not without its challenges, including navigating creative feedback and harnessing a variety of technologies—from video and illustration to animation and AI—but the team’s unwavering dedication and ingenuity prevailed, resulting in an outcome that surpassed expectations”.
As the Muhammad Ali collection takes flight, propelled by the creative synergy between Gypsy Moth and Flying Machine, a new chapter in fashion history is written—one that celebrates the legacy of a legend while ushering in a fresh era of style and sophistication.
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.
