Ad Campaigns
Shoppers Stop launches new campaign ‘Denim to Work’
MUMBAI: Shoppers Stop has introduced the Denim to Work campaign, a unique initiative encouraging working professionals to include denim in their workwear wardrobes. The first-of-its kind campaign is inspired by iconic young CEOs and leaders across industries, a generation that believes in rewriting the rules of the game.
Denim to Work is a bold campaign which has been introduced to break the traditional formal work week wear with an aim to empower and redefine the new codes of leadership towards building a fresh work culture. With the new-age companies and start-ups relaxing the norms and with introduction ofFriday dressings and casual dressings to work, denims are increasingly becoming an acceptable dress code at work.
Commenting on this, Shoppers Stop customer care associate and managing director Govind Shrikhande said, “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.”
Head of art contract (India) Vineet Mahajan says, “Walking into work wearing a pair of jeans is a common sight now. But denims have never been promoted as workwear. We thought this idea was quite disruptive and we hit the sweet spot of an idea by celebrating the designations of a new age workplace. Shoppers Stop has always broken new ground in fashion retail communication and this one was no different.”
Mirum joint CEO Sanjay Mehta said, “For me, this denim-to-work campaign closes the loop in a certain kind of way. For the last six years, I’ve been wearing blue denims to work every single day and have been extremely comfortable in these. Over this period, I have also seen a shift in the way denims are perceived in the corporate world. People have accepted it as a part of the whole workforce culture. Also, I’m excited about the campaign as it gives people an opportunity to see denims in a definite kind of role and setting. I’m sure that more companies will accept denims as a part of their evolving office culture after seeing this campaign.”
Click on the link to watch the Denim to Work digital film: https://youtu.be/k8m6WLWrD8E
As per study, the market size of Indian Denim Wear was estimated to be Rs 20,205 crore in 2016. The market is now projected to grow at a CAGR of 14.5 per cent and reach Rs 39,651 crore by 2021, and Rs 77,999 crore market by 2026.
The digital film Denim to Work campaign is produced and directed by Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising. Conceptualised by Mirum, the digital film aims to break down the rules laid by rigid corporate culture. In line with Shoppers Stop’s brand philosophy Start Something New the film features young employees at various levels of hierarchy and how they #RIPtheDesignations to stand out in the system with their own attitude and style. The film inspires young professionals to flaunt their own sense of style and exude confidence at the work place with denims as a part of their work wear wardrobe.
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.
