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
Namita Jadhav steps down as VP of corporate communications at JioStar
Media communications veteran wraps up a five month run as vice president at JioStar
MUMBAI: Namita Jadhav has moved on from JioStar, where she most recently served as vice president, corporate communications for enterprise, sports and policy comms, according to media reports.
Jadhav had stepped into the role in November 2025 after being elevated from director, corporate communications for enterprise, sports and policy comms, a position she held for a year. In total, her stint at JioStar lasted around one and a half years.
Before joining the company, Jadhav spent nearly two decades with The Walt Disney Company, building a long and steady career in communications and corporate social responsibility. She joined Disney in 2007 and went on to hold several leadership roles including assistant manager, manager, corporate communications, senior manager, corporate communications and CSR , associate director, corporate communications and CSR, and eventually director, corporate communications and CSR.
Across her 17 year tenure at Disney, she played a key role in shaping corporate messaging and strengthening stakeholder engagement across the media and entertainment ecosystem.
Earlier in her career, Jadhav worked at global communications firm Weber Shandwick, where she served as group head for more than six years.
With over two decades of experience spanning corporate communications, CSR and reputation management, Jadhav has built a reputation as a seasoned voice behind the scenes of some of the industry’s most prominent media brands. Her next move has not yet been announced.
