Brands
Spykar blends AI and influencers in bold new ‘Made to fit every story’ push
MUMBAI: Spykar has launched a new fashion campaign that fuses AI-generated models with real-life social media influencers, signalling a sharp turn away from old-school male archetypes and towards a more fluid, female-led view of masculinity.
Titled “Made to fit every story”, the campaign centres on Chico, one of the brand’s best-selling denim fits. The films place AI-created characters and human creators in the same frame, a rare move in Indian fashion advertising, to deliver a visually striking and culturally playful take on how men are seen, and how they want to be seen.
Each film opens with a woman’s expectation, voiced online, and then cuts to a stylised, AI-powered fantasy of the male lead fulfilling it. The exaggerated, cinematic transitions keep the tone witty while positioning Chico as the fit that passes every test of desirability.
“Men’s fashion advertising has long been trapped in a narrow idea of masculinity,” said Spykar CEO and co-founder Sanjay Vakharia. “We wanted to flip the gaze and tell stories that feel closer to how young people connect today. Using AI models alongside creators lets us do that in a way that is both tech-forward and culturally relevant.”
Running across three stories, the campaign lands on a single provocation: “Every girl has a story: the real question is, are you dressed to be the main character in it?”
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
