Ad Campaigns
Harfun onboards Jim Sarbh for its ‘Pants That Time Travelled’ campaign
Mumbai: Harfun, the category creators of WorkWear 2.0, has onboarded actor Jim Sarbh for their ‘Pants That Time Travelled’ campaign. They are unveiling a product, the 2035 workday pants, work trousers that are – ‘from the future’. The campaign has positioned the pants as a leap forward in comfort and functionality, boasting features that feel a decade ahead.
The video features Jim Sarbh navigating a typical office environment. Yet, what stands out is his freedom of movement and comfort with these pants. He talks about the 2035 workday pants’ futuristic technology and design, like 20-hour wrinkle resistance, warp-knit construction, self-stretch, ultralight and breathable fabric, and the structured back yoke that provides excellent support and durability. All this adds up to a pair of pants that redefines the workwear experience.
The campaign goes beyond showcasing innovation. It embodies the evolving aspirations of modern professionals who demand more from their workday outfits. Harfun comes out as the flag bearer of comfort in a new era in workwear, creating something that is ahead of the curve and polarises consumers away from the traditional, stiff, and uncomfortable options in the market.
Speaking about the campaign, Harfun co-founder and CEO Saurabh Agrawal said, “The 2035 Workday Pants are laden with futuristic features and our home-grown fabric technology. The essence of the campaign is the future and we wanted someone whose personality and way of life matched it.”
Sr brand manager Palak Narang was spearheading the campaign and she brought in Jim. “Jim has been someone who’s chosen to do roles and brand associations that portray his passions and versatility. We’re very excited to partner with him for this campaign. When we reached out to Jim, he saw the future come alive in the 2035 Workday Pants and agreed to do the campaign. It feels as though a match made in… Harfun”, she said.
Learn more about the 2035 workday pants: Harfun 2035 Workday Pants
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.
