Ad Campaigns
Siyaram’s launches first influencer-led campaign with Aparshakti Khurana.
Mumbai: Siyaram’s, one of India’s leading textile brands, recently launched its first influencer-led campaign with youth icon Aparshakti Khurana. The campaign had been conceptualized to persuasively promote the brand’s classy and in-style range among young adults who prefer to look their best anytime they attend a special occasion.
To portray it effectively, the brand adopted an interesting marketing route by first launching a teaser on the brand’s social media platform ‘Aparshakti is in a dilemma’ to instill curiosity about the news. Followed by the influencer video that captured the actor at his film set in an all-decked-up attire of Siyaram after completing a shoot for his cousin’s wedding as instructed by his mother. The video beautifully captures its communication about how the actor trusts Siyaram’s when it comes to looking “The Best” at any wedding or event.
Siyaram Silk Mills Ltd general manager marketing Prashant Awasthi said, “Curiosity marketing has the potential to entice untapped audience segments in today’s world. Similarly, our intent with this influencer-led campaign was to tap into the younger segment of our TG and persuade customers to learn more about our range and offerings. With this campaign, we aim to convey our message to the youth, by roping in Aparshakti Khurana as his synergy blends well with our brand. With this inquisitive marketing approach, we were able to launch the campaign in style and with an interesting angle.”
Actor Aparshakti Khurana said, “Siyaram’s is not a new brand for my closet, it has been my partner for multiple events and celebrations before. Collaborating with the brand for its first-ever influencer-led campaign was a great pleasure. It is a delight to see Indian-origin brands like Siyaram’s marking their presence felt global and excelling in the fashion industry with utmost dedication.”
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.
