Ad Campaigns
Rangita’s ‘Tum Hi Ho’ campaign celebrates Indian Women’s unique individuality
Mumbai: D2C Indian fashion label Rangita by Stellaro Brands has introduced its latest festive campaign, ‘Tum Hi Ho Rangita,’ to honour and celebrate the distinctive individuality of Indian women. The campaign is a vibrant reflection of Rangita’s deep-seated commitment to celebrating the joy and individuality of women and the strong bond they share. Crafted in-house, the video showcases a group of diverse friends coming together to revel in their individual styles, personalities, and expressions.
The soulful anthem ‘Tum Hi Ho Rangita’ not only pays homage to the strength of female friendships but also embodies the self-assured radiance that emanates from within and the transformative power of Indian fashion.
The campaign’s genesis lies in Rangita’s celebration of women’s happiness, vibrant individuality, and their mutual support and friendship. The video encapsulates the comfort of female companionship, the warmth of shared camaraderie, the freedom of expression, and a celebration of feminine beauty. Each character in the video embodies unique qualities, and collectively, they represent confident women who stand by each other through life’s highs and lows.
Commenting on the campaign launch, Soumyadip Chatterjee, director of marketing Said “Tum Hi Ho Rangita” serves as a heartfelt tribute to the bonds that connect us all and the joy of embracing one’s individuality. We are dedicated to empowering women to look and feel confident in their own style, all while making stylish Indian fashion affordable for everyone.
The campaign is currently gaining traction on various digital platforms such as YouTube, Instagram, and Facebook, and music is also available on Apple Music, Itunes, Gaana, Spotify, JioSaavn, Amazon Music, Wynk, and more. Additionally, the newly launched Rangita Festive Collection can be found on e-commerce platforms like Amazon, AJIO, Flipkart, Myntra, Tata Cliq, and others.
The brand’s marketing and promotion strategy involves an extensive digital campaign on platforms such as Instagram, Facebook, and YouTube, along with collaborations with influencers. Rangita’s personality revolves around being the epitome of stylish Indian wear for women.
The video was conceptualised and produced in-house, with creative direction and photography by Saswata Ghosh, lyrics by Prankur Chaturvedi, vocals by Mohit Mishra, and music composed by Sunjoy Bose. The campaign resonates with the insight that Indian women desire to feel desired and dignified through their fashion choices.
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.
