Ad Campaigns
Liva unveils ‘Feel It All’ campaign
Mumbai: Liva, a natural-origin fabrics brand, has launched its latest campaign, ‘Feel It All,’ inviting consumers to rediscover fabric’s importance in their clothing choices. By merging tactile sensations with emotional experiences, ‘Feel It All’ showcases how garments crafted with Liva fabrics enrich and transform everyday moments. Qualities like softness, fluidity, comfort, ease of movement, lightweight, and breathability are what make Liva crafted garments superior.
The campaign highlights how the choice of right fabrics play a crucial role in defining and enhancing the way we feel throughout the day. Whether it’s the fluid drape of a dress that moves with ease or the breathable comfort of a top that makes you feel light on a sunny day, Liva transforms these ordinary interactions into extraordinary experiences.
Grasim Industries Ltd CMO of Birla cellulose, Manmohan Singh elaborated on the campaign’s essence, “In today’s fast-paced world, the role of fabric in our clothing choices often gets overlooked. With ‘Feel It All,’ we aim to reignite the appreciation for the fabric that lies at the heart of every outfit. This campaign is about showcasing an experience and joy one feels when in Liva fabrics – comfortable, unrestricted and in style.”
With ‘Feel It All,’ Liva reaffirms its commitment to providing natural-origin fabrics that offer unparalleled comfort and style, making every moment feel just right.
Executed by the creative team at Gozoop, ‘Feel It All’ employs a robust digital strategy to communicate Liva’s brand essence across multiple platforms. The campaign blends social media engagement, interactive digital content, content marketing, and public relations to communicate the message while engaging with the audience effectively.
Gozoop Digital creative director, Nishant Chhinkwani said, “Light, breathable, and flowy, Liva mirrors the essence of effortless comfort. Our campaign directly draws a parallel between these attributes and what the consumer wants to experience – the lightness of being, the freedom to take the world by storm, and a sense of connection with others, and oneself. In a nutshell, it’s about feeling it all, while keeping it fun and breezy.”
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.
