Ad Campaigns
Movado Group unveils new campaign for Calvin Klein watches
Mumbai: Movado Group has unveils the Fall 2024 campaign for Calvin Klein watches starring model Disha Patani. Directed and shot by Stas Komarovski, the campaign spotlights the new collection’s sleek and minimalist timepieces.
“It’s always a pleasure connecting with the Calvin Klein team for these campaigns,” said Disha Patani. “I’ve been a fan of the brand for as long as I can remember, and I feel such an authentic connection to all their products. I love this season’s watches – they are bold yet delicate and add polished style to any outfit.”
“We are proud to continue the relationship with Disha for our new seasonal watch campaign. She effortlessly blends contemporary fashion with classic beauty,” said Movado Group’s global general manager, Calvin Klein watches and jewelry, Caterina Miduri. “Her energy and confidence brings our Fall 2024 watch collection to life as her presence in the campaign perfectly mirrors the bold personality and sensuality of our timepieces.”
In the campaign, Disha showcases new timepieces that reflect Calvin Klein’s modern aesthetic. The CK Pulse watch features a geometric-inspired case and a minimalistic sunray dial with a mesh bracelet, creating a contemporary silhouette. The Twisted Bezel watch includes crystal embellishments and an emerald green sunray dial for contrast. The Gleam watch has a soft gray sunray dial and a coin-edge texture on its rose gold bezel, which extends down the center of its sculpted bracelet links.
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.
