MAM
Lucien Laviscount returns as face of Tommy Hilfiger SS25 watch line
MUMBAI: Tick, style, tock. Tommy Hilfiger is giving timepieces a dose of star power and this one comes with a British accent and signature smirk. Actor and Tommy Family brand ambassador Lucien Laviscount is once again the face of Tommy Hilfiger’s Spring Summer 2025 watch campaign. Following his Fall 2024 debut, Laviscount continues to bring “effortless cool and natural charisma” to the brand’s evolving vision of American classic-meets-modern swag.
“It’s chic, elegant and hits all the right notes,” Laviscount said, waxing lyrical on the collection. “That’s pure Tommy through and through.” He’s not wrong.
The SS25 men’s lineup hits the fast lane with the Bank, a motorsport-inspired model featuring a red aluminium pusher guard and an integrated silicone strap for peak performance. It’s style with speed on the wrist. Meanwhile, the TH85 Carbon Chronograph leans into the luxe lane with enamel dials, sub-dials, monograms, and Cordura straps that scream sport-meets-slick.
Not to be outdone, the women’s range plays with poise and punch. From tank-shaped silhouettes with sculpted metal bracelets and sunray dials, to crystal-dotted “boyfriend watches” with sport-luxe vibes, these watches are all about timelessness with a wink.
The SS25 collection is available across India via Titan World, Helios, Shoppers Stop, Lifestyle, Tommy Hilfiger stores and other premium outlets. And of course, it’s all over Instagram.
Whether you’re racing against deadlines or fashionably late to everything, these timepieces make every second count with Lucien Laviscount, quite literally, in your corner.
MAM
Kerala election ads surged in 2026, with print nearly tripling and TV up 52 per cent
Political parties spent bigger and smarter this cycle, concentrating their firepower in the final weeks before polling day
KERALA: Kerala’s politicians discovered something in 2026 that seasoned marketers have known for years: timing is everything, and when in doubt, spend more. Political advertising during the Kerala Assembly Elections 2026 surged sharply across traditional media compared to the 2021 cycle, with print and television leading the charge, according to the latest analysis by TAM AdEx.
Print was the standout performer, expanding nearly 2.7 times compared to 2021, a striking jump that underlines its continued grip on targeted political communication in a state with some of India’s highest newspaper readership. Television was not far behind, with ad insertions rising 52 per cent, reflecting the enduring appeal of mass-reach platforms for shaping voter sentiment at scale. Radio held steady, mirroring television trends and reinforcing its role as a reliable supporting medium.
The pattern of spending was as revealing as the volumes. More than 85 per cent of all political ad insertions were recorded in the weeks immediately before polling, a concentration that points to a deliberate, last-mile strategy. Ad volumes peaked during weeks four and five in both the 2021 and 2026 cycles, suggesting that parties have settled on a consistent playbook of high-frequency messaging in the home stretch.
The contrast between media types was equally instructive. Print advertising maintained a relatively even spread across the campaign period, serving as a vehicle for sustained, detailed communication. Television and radio, by contrast, displayed sharp spikes in the closing weeks, deployed as blunt instruments for high-impact bursts at the precise moment voters are making up their minds.
What the 2026 cycle signals most clearly is a shift toward more structured, data-driven media planning. The increase in overall volumes, combined with sharper peaks in campaign intensity, suggests that political advertisers are beginning to think less like propagandists and more like performance marketers, balancing broad reach with targeted engagement and watching the returns closely.
Kerala’s election advertising has, in short, grown up. The question for the next cycle is whether digital finally gate-crashes a party that print and television have so far kept firmly to themselves.
