Ad Campaigns
Peter England aims at being relevant to youth
MUMBAI: Peter England is desirous of strengthening its appeal among the newer generation of users while retaining the same core principles on which the legacy of the clothing brand has been built. Its latest campaign marks a big shift in tonality/brand conversation distinct from earlier messaging.
The new campaign is inspired by the philosophy of young India that life experiences are as important as material wealth.
It’s no longer about a single minded goal, but a host of exciting things happening at the same time. Increasingly, the youth don’t want to be stereotyped as unidimensional and want to be seen as their multidimensional self
This campaign includes print ads led by the TVC of a young man at an interview. He faces a panel of three ‘formal’ gentlemen who ask him what is probably the most repeated interview question: “Where do you see yourself five years from now?” The protagonist’s answer is the perfect showcase of this generation’s multidimensional and eclectic thought process. The multitude of experiences, not only showcase the protagonist’s passions in life but also highlight the versatility and range of Peter England’s apparel within those experiences.
The baseline “Be everything you love” is carefully crafted to sum up the attitude of today’s youth. It also aims to reinforce the idea that whoever you wish to be, Peter England lets you be fashionable while pursuing this goal.
The campaign has garnered an impressive 352,000+ views on Facebook and a remarkably fast 470,000+ views on YouTube for its innovative breakthrough commercial.
DDB Mudra group chairman and chief creative officer Sonal Dabral says, “There is a restless creative energy about the youth that makes them want to learn more, explore more. Peter England as a brand has always been a beacon to them, never preaching but always encouraging, guiding them in their journey. In keeping with the many exciting options and choices youth face today the brand’s new campaign encourages the young to try out the opportunities, to evolve, to be creative and yet with some conscience and goodness attached to it. Most importantly it tells the young that the old codes of success are not applicable anymore. Go ahead and succeed on your terms. I’m very excited by this campaign from our teams in DDB Mudra South & East. It’s being loved by our audience and it’s another example of great creative and effective work now being produced by offices across the DDB Mudra Group.”
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.
