Ad Campaigns
Qua launches ‘Modern Heroine’ campaign featuring female cricketers
Mumbai: Women’s power-dressing brand – Qua has announced its bold new pre-fall 2024 campaign, ‘Modern Heroine,’ featuring four of India’s most dynamic and inspiring young female cricketers—Jemimah Rodrigues, Shafali Verma, Shreyanka Patil, and Radha Yadav. A first of its kind, this campaign is a powerful fusion of fashion and sport, celebrating these female athletes as the new icons of inspiration, embodying the modern heroine for young women across the country.
In ‘Modern Heroine,’ Qua merges high fashion with the spirit of sports to redefine what it means to be a role model in today’s world. These cricketers represent resilience, strength, and individuality, values that are central to both their athletic journeys and Qua’s fashion philosophy.
“We wanted to collaborate with figures who truly represent our brand ethos—women who are breaking boundaries, challenging norms, and inspiring others through their journeys,” said Qua co-founder & CEO Rupanshi Agarwal. “As a women-led brand, we deeply understand the importance of showcasing real women who reflect the strength and determination inherent in every woman. These cricketers, who have broken into a male-dominated space, embody the core values of Qua, and we’re honoured to partner with these incredible athletes who are redefining what it means to be a heroine in the modern world.”
“The collection, much like these incredible women, is all about versatility, confidence, and owning your individuality,” said QuaA co-founder & creative director Divya Agarwal. “We designed each piece to reflect the complexities of power—whether it’s calm resilience or fierce determination. Collaborating with these game changers, who have shattered societal expectations, was an organic way to express that fashion can and should be about more than just aesthetics.”
Jemimah Rodrigues shared her excitement: “For me, power isn’t just about being strong on the field—it’s about the courage to pursue your dreams, no matter the obstacles. This campaign felt special because it gives us, as female athletes, a platform to show that strength comes in many forms, and that it’s okay to own who you are, both in sport and life.”
Shreyanka Patil added: “It’s exciting to be a part of Qua’s campaign that’s not only about fashion but also about challenging perceptions of what women in sports can be. We’re more than athletes—we’re women who push boundaries, take risks, and redefine what’s possible. This campaign reflects all of that.”
Shafali Verma, known for her fearless approach on the field, added:
“For me, being a part of this campaign is a chance to inspire other young women to pursue their dreams. Being a “Modern Heroine” is not just about achievements; it’s about being true to yourself and never backing down from a challenge.”
Radha Yadav echoed these thoughts: “The path to success is never easy, but that’s what makes it so rewarding. I loved being a part of this campaign because it brings this message to life.”
By collaborating with female cricketers, Qua not only breaks ground by merging fashion and sports but also challenges traditional ideas of who can be fashion icons. The campaign marks a cultural moment, where fashion meets empowerment, and where sport becomes a medium for redefining style and strength.
‘Modern Heroine’ is set to launch ahead of the T20 World Cup 2024, further cementing the collaboration’s relevance and tapping into the excitement surrounding women’s cricket.
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.
