Ad Campaigns
Makani Creatives launches inaugural Lavie Sport campaign with Ranveer Singh
Mumbai: Makani Creatives captures the essence of the newly announced Lavie Sport sub-brand in an energetic campaign featuring the vivacious powerhouse, Ranveer Singh. The new sub-brand positions itself as a ‘hybrid bag’ with a unisex appeal. Lavie Sport is the men’s accessories sub-brand from Lavie, one of India’s most popular handbag brands for women. The essence of this brand is to enable an active lifestyle, through their high performance, multi-functional and durable backpacks, duffle bags, and trolley bags.
The campaign line, “Work, Play, Slay” encapsulates the design USP of the product line, which is sporty meets functional, with a cheeky ode to the Gen-Z lingo. This generation is now entering the workforce and will be sure to use fashion accessories to make a personal statement.
The high-energy creative execution complements the promise of the brand – to enable an active lifestyle. Over the past 10 years, Makani Creatives has developed expertise in building lifestyle retail brands. The agency has a bias for fashion-forward design and execution and a strong pulse on the consumer.
Prasad Rao, ECD at Makani Creatives said, “There is no one better than Ranveer Singh to stand true to the message of Work. Play. Slay. He has been killing it in the industry for years now. Be it his films, his roles, the characters, or even his style, he slays it every single time. And that’s what excited us because that is exactly what Lavie Sport stands for. His energy defines the generation today. And the best part was it all came effortlessly to Ranveer. It’s just the way he does things, it’s his way of life. It was a pleasure to work with him and witness his energy translate beautifully onto the creatives.”
Speaking of the campaign and the partnership with Makani Creatives, Lavie & Lavie Sports CEO and founder Ayush Tainwala stated, “Makani has beautifully captured the active and energetic essence of our brand, in the film and stills. This formidable synergy between the products, our brand ambassador, and the campaign will surely encourage Indians to adopt an active lifestyle.”
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.
