Ad Campaigns
Spykar Lifestyle launches campaign #DenimSideUp
MUMBAI: Jeans-wear brand Spykar Lifestyle launched its new digital campaign ‘#DenimSideUp’ in collaboration with social media influencers from various walks of life to make an impact on the youth. The influencers have shared videos on their Instagram handles talking about their passions and the power of being authentic and at their best all the time.
The campaign is driven with hashtags #DenimSideU, #SpykarAW18, #YoungAndRestless, #DenimSquad, and #Spykar.
Spykar Lifestyle CEO Sanjay Vakharia said, “Spykar embodies the ideology of being passionate and speak your heart out, who follow their heart and trail their passions to accomplish their dreams in the most inspiring way. With the #DenimSideUp campaign, we are in conversation with today’s millennial with their stories making them stand out from the crowd. #DenimSideUp builds a sense of optimism, fun, and togetherness.”
Revealing the idea behind the campaign, an official statement by the brand reads, “Denim side up is an attitude – a way of life where you highlight your most authentic, original self, unafraid. Denim Side Up campaign targeted the people who are passionate and who speak their heart out.”
It further states that the campaign has helped the brand in setting the parameter for its target audience, so the youth connects more to the brand.
“The challenge was to have the influencers sharing their denim side up story and creating a buzz amongst their followers. The campaign witnessed a positive response and took over social media, encouraging the youth icons of India to share their denim side up story and challenge their followers to do the same,” the statement reveals.
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.
