Ad Campaigns
Saiesta launches #RightToFlaunt campaign; invites women to #giveitback
MUMBAI : Think of those moments when women have been subjected to lewd comments or awkward gestures, and they simply wanted to plant a slap on the offender! India’s premiere e-tail brand for women, Saiesta, has recently launched a #GiveItBack campaign addressing those cringe-worthy elements hitting them right where they came from.
Celebrating the recent launch of their Autumn Winter 2015 collection, the spunky advertisement boldly addresses the issue of women who are often judged based on their fashion sense and the social pressure that tries to influence her preferences .
Saiesta’s ad film #GiveItBack features women who aren’t willing to take the prejudices casally. The campaign is a shout out to all independent, liberated, stylish and strong women of today who are unapologetic about their fashion sense and more importantly, they are fearless about being themselves. Hence, they understand their #RightToFlaunt!
Speaking about the brand philosophy and the offbeat new TVC and digital video, Saiesta founder and MD, Rajat Sikka said, “Each piece in our collection for this season has been designed keeping in mind the classy yet contemporary woman because they understand their individuality and are not afraid to express it. Our campaign film thought emphasizes the brand’s inherent belief in individuality and expressing identities through the medium of fashion. Our all new collection, consisting of aesthetic and trendy garments are just what every girl looks for to complement her personality and infuse confidence in being herself.”
The TVC shows women from different walks of life, where they are being eve teased, specifically because they stand out for their fashion sense and clothes. The common act of ‘Whistling’ is played upon, where on being whistled at, the girls turn back and whistle at the eve teaser. The campaign finds the miscreants being embarrassed while the onlookers stand in support of the girls.
Director of the ad film, Yugander VV, explained, “It took extensive brainstorming and research to understand the many brand attributes (of Saiesta) and arrive at a singular Brand Philosophy – Right to Flaunt. The Concept for the campaign film – Give It Back – expresses the Brand Identity quite ingeniously. Shooting in challenging real locations in Delhi paid off by giving the film its unique grungy texture and the much needed Indian flavour.”
He concluded by adding, “By virtue of concept, treatment and very catchy music – the Saiesta film is a clutter-breaker.” And we can’t agree more.
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.
