Ad Campaigns
Max off to an ‘Unbelievable’ start with its new festive campaign
Mumbai: Leading fashion retail brand Max, sparks excitement this festive season with its campaign, “Unbelievable”. The all-new film captures the essence of Max Fashion’s promise, maximum style, minimum price, offering latest trends and styles, reinforcing the brand’s commitment to, affordable fashion. The campaign kicks-in with two clever and whimsical cuts of the film, reinforcing its position as a ‘value’ fashion brand.
Max Fashion India head marketing Pallavi Pandey, “At Max, our commitment to celebrate individuality and style knows no boundaries. Our latest film does exactly that… where stunning fashion meets unbelievable prices. This is our core belief, and the two films capture it well with exciting and engaging content. The idea of Max Style Min Price was introduced early this year and we continue to seed the message through fun and visually oriented stories. We believe, fashion is a powerful tool of self-expression, and we are thrilled to bring this message to life, reminding our core TG ‘everyone in the family’ to go all out shopping this festive season, and celebrate with Max.”
The creative explores unthinkable’ concepts to drive magic. The first film ‘angel boss’, opening to a frame where stunning Mia, enters her office with her dapper looking colleague in a beautiful Max Fashion outfit, interrupting a conversation between her other colleagues. One of them asks in utter state of disbelief, if she actually got that from cashbacks? Just as they are seen in a state of disbelief, the idea strikes of how they wish their boss were an angel, and as generous as the cashbacks. With underlying subtle humor, it brings the unthinkable idea to life, as the boss suddenly appears with a halo and his angel wings flapping open to say, “yes”.
Building on the thought, the second film, ‘alien mom’, features Joey, a fashionable teen, sporting the latest trendy jacket. Trisha, his friend asks him if he bought the jacket with just his pocket money. With a playful shrug, Trisha wittily comments that next his friend would say, his mother is an alien. Here the comic twist unfolds as Joey’s mother – the ‘alien mom’ makes her entry saying,” hello beta!”.
The film goes live on Hotstar through the ICC World Cup 2023 series on leading regional TV channels & YouTube simultaneously across, Kolkata, Hyderabad, Chennai, Bengaluru, Delhi NCR & Mumbai. With these films, we will deliver our key message of stunning styles at unbelievable prices.
With steady expansion of its retail footprint, Max makes its way to opening new markets. The brand offers an extensive range of stylish apparel, footwear, and accessories for men, women, and children. With its commitment to inclusivity, Max ensures that amazing fashion is accessible to people from all walks of life, fostering a culture of confidence and self-expression.
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.
