Ad Campaigns
Shoppers Stop’s private brand Kashish unveils its festive collection
Mumbai: In line with the continued focus on private brands; the key strategic pillar of growth, this season, Shoppers Stop unveiled the new Kashish collection alongside their Diwali campaign ‘Tyohar Ki Nayi Kashish’, featuring their talented brand ambassador, Sanya Malhotra. The campaign aims to inspire everyone to embrace new experiences and traditions during the festive season.
Sanya Malhotra embodies the spirit of embracing the new. Her versatility and fresh perspective resonate perfectly with the campaign’s thought of trying to do something new and innovative. Throughout the film, Sanya’s mantra is to bring something novel to the festivities, encapsulating the idea that Diwali is a time for new beginnings and cherished moments. She introduces a fresh perspective to traditional Diwali celebrations by suggesting “Iss baar kuch naya karte hai!”. Reminding us that Diwali is not just a festival, but a canvas for new beginnings and cherished moments, inviting everyone to join in the celebration of fresh ideas and boundless creativity.”
Shoppers Stop customer care associate and chief of marketing and communication Shwetal Basu said “At Shoppers Stop, we are always trying to enhance our customer’s experience and provide them with something special. Our ‘Tyohar Ki Nayi Kashish’ campaign is a heartfelt celebration of life, a touching reminder of our special Diwali moments, and an inspiring guide on how to infuse each occasion with a special touch. Our brand-new festive collection has been carefully curated to honour those cherished moments that truly make Diwali special, weaving the fabric of love and togetherness into every thread and inspire people to try something new.”
Commenting on the campaign Sanya Malhotra said, “Celebrating a festival is more than just about tradition; it’s about embracing style, looking and feeling your absolute best! Kashish’s Diwali collection elegantly combines the grace of tradition and the allure of modern fashion. I’m thrilled to be a part of Kashish’s Diwali campaign, ‘Tyohar Ki Nayi Kashish,’ in which we redefine festive elegance. The campaign shows us how we can make our festival unique by creating special moments around it.”
This Diwali, Shoppers Stop and Kashish have created a special festive collection for their customers. Kashish’s festive collection features stylish outfits, brilliant colours, and carefully chosen designs that are ideal for the festive season. The brand-new Kashish collection features curated chic apparel, in bright festive hues along with contemporary silhouettes, eye-catching embroidery and detailing, gorgeous ethnic wear sets, and sparkling kurtas, promising to add a touch of glamour and radiance to your celebrations.”
To Shop for Kashish’s festive collection, go to the Shoppers Stop store near you or log in to www.shoppersstop.com.
The digital campaign will be rolled out across Shoppers Stop’s social media handles, YouTube channel, and multiple digital platforms.
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.
