Ad Campaigns
Movado retains Sidharth Malhotra as ambassador
Mumbai: Movado, the Swiss watchmaker known for its modern design since 1881, has launched a new campaign featuring brand ambassador Sidharth Malhotra. He showcases designs from Movado’s recognised collections: Bold Quest, Bold Fusion, and Heritage Series.
The campaign is inspired by movement, a key element of the brand’s identity, as Movado means ‘always in motion’ in Esperanto, a language created in 1887 to bridge communication gaps. The visuals depict Malhotra in various dynamic settings, emphasizing the versatility and sophistication of Movado watches.
“We wanted to ensure movement and motion was portrayed in the creative concept – a key element that defines Movado, while featuring designs from some of our most globally recognized collections,” said Movado Group Inc president international Xavier Gauderlot. “Sidharth Malhotra continues to be an exemplary ambassador, and we are proud to continue our partnership with him.”
The watches highlighted in the campaign epitomize the fusion of timelessness and innovation, represented by Sidharth Malhotra’s blend of classic charm and modern appeal.
“Continuing my journey with Movado has been truly special,” said Malhotra, “The brand’s unique ability to blend timeless elegance with a modern flair truly resonates with me. The featured collections, especially the Bold Quest and Bold Fusion, are remarkable for their contemporary designs and exceptional craftsmanship. I am excited to collaborate with a brand that embodies such a distinctive blend of heritage, modernity, and innovation.”
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.
