Ad Campaigns
Salman Khan in Relaxo’s ‘Keep Chillin, Keep Flippin’ TVC
NEW DELHI: Footwear brand Relaxo recently launched a new TV commercial with Salman Khan for its fashionable, colourful, trendy series of comfortable flipflops- Bahamas.
The TVC features the vibrant mix of mood, outdoor activity, and young characters along with the magic of the visual landscape, weaving the brand communication into an energetic, stylish, and chirpy concept.
The film opens with a group of boys and girls feeling bored in a well-decorated room. In between, Salman Khan makes an entry, teases them for their boredom, and asks to go to the Bahamas (proposes an interesting plan to lift their mood). The girls and guys get excited while Salman opens a wardrobe filled with the entire range of Bahamas slippers. The next scene cuts to a beach location with all the characters wearing colourful slippers and Salman dancing on groovy music.
Speaking on the launch of TVC, Relaxo Footwears Limited executive director (Sales & Marketing) Gaurav Dua said Bahamas, as the name suggests, transports you into the world of free spirit and fun which unwraps and unbounds you from the mundane and routine to elevate you into a world of cheerfulness, joy and bonhomie. Bahamas boast of a versatile range of exquisite styles that suits the ever evolving needs of today’s youth”
With the concept “Keep Chillin, Keep Flippin”, the brand aims to position itself as a vibrant and youthful brand that compliments various moods and lifestyle of its customers. The campaign also brings in energy into characters, motivating them to enjoy the moment of life, go out and chill with friends.
Brand ambassador Salman Khan performed some of his signature moves and thrills the crowd while making the characters to go all groovy on cheerful music. The TVC captures the spirit of joy, individuality and carefree attitude and enjoying the best in style and comfort- Relaxo Bahamas slippers.
The commercial has a nice Caribbean music with a signature Bahamas step celebrating the mood of free spirit, creating a strong hook amongst the consumers.
Commenting on the insight behind the campaign, Arms Communication Creative Director Sanjeet Ahluwalia said, “The whole concept is to create a feel of Bahamas as the brand name itself is Bahamas. Bahamas is all about fun, carefree, energetic, colourful, excitement. Step into it today and just like Salman’s friends, step out of boredom and turn your life into a fun loving zone”
Agency: Arm Communications
Creative Director: Sanjeet Ahluwalia & Deepak Kirodian
Client Servicing: Mukesh Gulati
Account: Arms Communications
Production House: RAT Films
Director: Ashutosh Shah & Taher Mithaiwala
Producer: Ruchi Narain
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.
