Ad Campaigns
Max Fashion finds 360 ‘Endless Ways’
MUMBAI: Max Fashion, one of the leading fashion brands in India and the home of everyday fashion, recently executed an innovative and catchy campaign to promote the endless options available across their stores. The “Endless Ways” campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio.
The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.
The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms, all driving footfalls into the stores.
Following the route of bringing alive the #Endless Ways theme across all customer touch points, below are some campaign highlights:
TV Campaign – Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.
Phase 1 reached out to 31 channels in the South
Phase 2 reached out to 19 channels in the North and 6 channels in Kerala
TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu
Radio Spots – Thematic spots to establish and extend the #Endless Ways concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)
Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations
On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes
Visual Merchandising – Interactive window with conversation blurbs and emojis; live models carrying situational dialogue blurbs walking around malls and doing freeze formations
Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities
Digital – Reach strategy on Facebook & YouTube
Google display banners on popular websites
Content strategy – POP XO & Influencers
Highlight of the digital campaign – Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWays and post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.
The campaign received enormous response from customers and showed the following results:
• Footfall growth increase to 73 lakhs, as compared to 51 lakhs
• Increased sales growth to 12.77% compared to 8.3%, over a 42 day festive period
• 57% growth in lapse customer win-back, over a 42 day festive period
• 44% new customer enrolment.
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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.
