Newme launches first AI-made brand campaign, ‘#NEWMEeveryday’

National, October 9th, 2026: Gen Z women have stopped having an “everyday look”. College in the morning, work in the afternoon, a coffee date after that and perhaps a night out later: their wardrobes now move as fast as their plans. Newme has built a campaign around exactly that. Meet ‘#NEWMEeveryday’, the brand’s first AI-generated digital brand campaign.

At its centre sits ‘The Chameleon Effect’, an original anthem created specifically for Newme, alongside a brand film that follows a young woman through different settings, moods and style identities. The chameleon is the playful metaphor, a creature that adapts to its surroundings while keeping its own identity.

The film races through a series of visual transformations as its protagonist slips between versions of herself. It shows how effortlessly a Gen Z girl changes her clothes and accessories, proving that her wardrobe is as flexible and fast-moving as her daily plans. High-energy music gives the video a lively, modern rhythm, and the result is a fun, relatable world where fashion means the freedom to try new looks every single day. The anthem also gives the campaign its own sonic identity, an original audio property that can travel beyond the film and across Newme’s digital ecosystem.

The campaign is also a creative milestone. Both the brand film and the audio of ‘The Chameleon Effect’ were generated using AI, making this an experiment in bringing AI-led visual storytelling and original AI-created music together in a single fashion campaign. Conceptualised and executed by Newme’s in-house team, AI was used across the film’s creative production, including visual sequences, characters, environments and transitions, and in developing the anthem. The campaign went from concept to final execution in approximately 30 days.

Sumit Jasoria, co-founder and chief executive officer of Newme, said: “Gen Z women don’t dress for one version of themselves. Their lives move quickly between college, work, travel, dates, nights out and everything in between, and fashion moves with them. We are happy to say that Newme has found space in all of these phases of life of a Gen Z woman and #NEWMEeveryday just reflects that reality. As Newme grows, we want to continue being relevant across more of these everyday moments while staying true to what has always defined the brand: being trendy and aspirational, giving young women the freedom to experiment with who they want to be every day. From day one our logo chameleon depicted this feeling, but with this video we want to make the brand much more relevant to the ever-evolving Gen Z women across the country.”

On the AI-led creative process, Jasoria added: “Technology has always been a part of how we build Newme, so bringing it into our creative process felt like a natural extension. But we didn’t want to use AI just because it was new. We started with the creative idea and then explored how AI could help us push that idea further. The ability to experiment with visual worlds, transitions and music, and move from concept to execution so quickly, made the process particularly exciting for our team.”

The campaign re-emphasises Newme’s proposition as a brand made and curated for every mood, occasion and phase of a young Indian woman’s life. Over the years, its fashion universe has grown well beyond a single category or occasion, from everyday fashion, workwear and partywear to athleisure, loungewear, lingerie and swimwear, alongside perfumes, bags, jewellery, hair colours and accessories.

Together, this widening assortment reflects a Gen Z wardrobe that is fluid, experimental and forever changing. Whether she is dressing for college, heading to work, packing for a holiday, getting ready for a date, stepping out with friends, working out or staying in, Newme is building itself as a one-stop fashion and lifestyle destination for the young Indian woman.

The AI-led approach also reflects how Newme operates more broadly. Technology is already embedded across the business, from trend tracking and consumer insights to supply-chain agility and the ability to turn emerging fashion preferences into new products quickly. With this campaign, Newme brings that technology-first thinking into its creative process as well.

The campaign will roll out across Newme’s digital and social platforms through film teasers, interactive content and consumer participation around ‘The Chameleon Effect’. As part of #NEWMEeveryday, consumers are invited to create transition reels using the original track, showing the different sides of their own lives, from college and work to travel, dates, nights out and lazy Sundays. One winner will receive Rs 50,000 worth of Newme credits.

With ‘#NEWMEeveryday’, the brand brings together two defining aspects of its evolution: a fashion and lifestyle universe designed around the many versions of its consumer, and a technology-led approach that increasingly shapes how Newme builds, creates and communicates.