Ad Campaigns
Louis Philippe launches new ad campaign #RiseAboveTheRest
MUMBAI: One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign ‘Rise Above The Rest’, showcasing that true leadership is about taking decisions that leave a lasting impact.
Louis Philippe Brand COO Kumar Saurabh said, “Louis Philippe is a leader in the premium menswear segment in India. Louis Philippe stands for precision in craftsmanship that translates into clothing that is timeless yet contemporary, and perfect for the discerning audience. Louis Philippe was introduced in India in the year 1989 and almost three decades later, the brand logo the Crest is prized even more for its craftsmanship and attention to detail”.
“This film is another big step in that direction to bring the Crest alive by appropriating meaning to the Crest. The objective of the film was to create clutter breaking and memorable communication that is relevant to today’s Indian consumer. The film is supported by a stellar media plan that targets consumers on channels most relevant for them; while creating impact properties for the brand to associate with as well. And this is only the beginning of the year. There’s lots more to come” he added
The campaign has been conceptualized and executed by creative agency J. Walter Thompson.
J. WalterThompson South Asia, chief creative officer Senthil Kumar says, “Louis Philippe has been a brand that has definedpremium men’slifestyle segment in India. Louis Philippe recognizes men ofsubstance who make an impact and leave a mark of greatness. The very samephilosophy is delivered through the Rise above the Rest campaign where a President takes a decision that leaves a lasting impact on millions of hiscitizens. A brand of this stature can be the only one to stake claim to define‘The Upper Crest’ each time.”
The new TVC features a victorious President, known for his leadership and identified by the Louis Philippe crest he carries on the cuff of his shirt. The campaign conveys that in a world filled with predictable formats to success, only a visionary leader creates an impressionand leaves a mark of greatness.
The campaign showcases that a discerning president invests a lot of thought behind every decision including his wardrobe choices, that help him influence and take on any challenge with his sartorial skills.
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.
