Ad Campaigns
Myntra launch TVC in collaboration with Deepika Padukone’s fashion brand
MUMBAI: Myntra has joined Deepika Padukone’s fashion brand for women, All about you, to launch its brand campaign focused on the theme: ‘You are your biggest strength and can conquer anything when you are with you”.
A TVC created for this celebrates an individual’s personal strength as she takes on personal and professional challenges in life, devoid of all external influences.
The campaign is created by McCann Mumbai and produced by Chrome Pictures. Directed by Amit Sharma, the soulful music is composed by Abhishek Arora who weaves together the three beautiful stories with the lyrics aptly complementing the theme of the ad.
“Today’s fashion buyers do not compromise comfort for trend. With apparels being increasingly considered as a powerful medium of expressing oneself, personalized fashion is slated to be the next big thing. The new campaign, crafted around Deepika’s fashion philosophy ushers a seamless connect with the youth. We are delighted to join her journey in creating fashion which does not diminish but nurtures an individual’s style statement,” said Myntra CMO and International brands business head Gunjan Soni.
The new campaign illustrates how one can conquer any predicament in life and takes you through the lives of three young women who take on professional and personal situations with an unconventional spirit of inner strength. Battling uncertainty and fear at the beginning, each of them take a moment to be on their own and eventually gain strength from within to overcome all external odds.
Padukone added, “I am as excited as I was at the time of launching ‘All About You’ last year. I have been deeply involved with AAY from design to execution and being part of the brand’s first TVC was an exciting and emotional experience. The new campaign demonstrates and reinforces the brand’s core philosophy of inner strength, modern femininity and elegance.
All About You is a brand for the modern Indian women who want to follow fashion at their own terms. It symbolizes clothes that bring back the romanticism, with flowy silhouettes and pastel colours. The designs have been co-developed by Myntra’s in-house design talent and design agency DBS. .
The commercial:
The TVC begins with Deepika seen in a contemplative mood just minutes before delivering a talk. She pauses a moment to show be herself, leaves out the script and confidently walks to the stage and delivers her speech from heart. The second story is about a guitarist who is preparing for her first music class as a teacher and is seen preparing for her big moment across the streets of Kolkata. Just before opening the door to her classroom, she waits a second to be herself and goes on to take a wonderful class, conquering her students’ hearts on the very first day. The third story is of a young girl in Goa, who is in a happy nervous state, preparing and contemplating for a big moment in her personal life, and is seen going through ferry and then she meets the guy. She takes a moment to just believe in herself again and proposes to the guy. All the three stories are interwoven together to form the beautiful narrative.
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.
