MAM
SF Jeans launches its latest collection with 4 ad series campaign
MUMBAI: The new SF Jeans Autumn/Winter collection is out. Surrounding the collection the jean company has unleashed a 4-ad series, which revolves around the interpretation of life as a ‘game’, looking at the world through a pair of SF-tinted sunglasses.
Comprising of a total of 15 print ads and 69 hoardings in Mumbai, Delhi, Pune, Bangalore, Chennai, Hyderabad and cities of UP as well as the eastern and northeastern parts of the country, the campaign has been conceived by Bangalore based Fisheye Creative Solutions.
Shot entirely in vintage and rustic South Africa, in SF’s characteristic of irreverenence and off-beat style, a ‘diary’ is showcased as one’s lower back with a phone number tattooed on it. A ‘career’, apparently, isn’t about applying B-school principles, but applying suntan lotion on a bevy of scantily clad women. ‘Home’ is a suitcase, and dinner is best wound up with a delicious toe for ‘dessert’. The campaign has been shot by international fashion photographer, Tejal Patni.
The company states that this latest campaign is emblematic to SF previous campaigns. Irreverent, funny and experimentative, this campaign gets its audience looking at things in an original and a unique manner. The key products unveiled for this season double up as combat gear to confront monotony.
For instance, the new ‘tweed’ range is an almost impertinent blend of convention and rebellion and the ‘rust’ collection, patched with abrasions and tears is for the guys who insist on wearing tradition out day after day.
The colourful and multi-printed ‘Knits’ add that zing to the winter and the SF shirt – stylised, slim and full of swish, sets the style apart. All the cargo’s are designed with multi-pocketed and innovative line of cargos.
The daily gear apart, SF has also launched an extensive range of accessories that include socks, key chains, wallets, canvas belts, sling bags, rucksacks and caps as an offer as a part of the new collection.
“Our new campaign dons on an international image with models sporting SF clothing that speaks high fashion. Oodles of sex appeal in the campaigns have also been added to spruce up the whole look “,said SF Jeans brand head Ajay Ramachandran.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
