Ad Campaigns
Suta’s pride campaign takes on a ‘Rani’ twist
Mumbai: Suta, an artisanal brand best known for reviving heirloom crafts with a contemporary twist, unveils the face of its Pride campaign, who is also a rising super star in the LGBTQiA+ community – Sushant Divgikr aka Rani KoHEnur. The highlighted collection comprises unique, extravagant and head-turning pieces that defy convention and classification to showcase design at its interpretative, imaginative best.
Elaborating on this collaboration, the brand reveals that Divigikr embodies the combination of substance and inclusivity, as well as the brand’s core values of inclusivity and individuality. This makes Divigikr the perfect representative for Suta’s second Pride-themed collection, which is a celebration of individuality, beyond labels and prejudices. The collection comprises ornate sarees, statement blouses and designer pantsuits, harnessing materials as diverse as organza silk, viscose and denim. The fabrics and colour palette used are rich and luxurious, and each piece is embellished with hand-embroidered sequins, ruffles and other detailing to create a multi-dimensional, luxurious wearing experience. The designs are bold, avant-garde and head-turning – a testament to Suta’s wide-ranging design capabilities. Each of these pieces is made-to-order, and a true labour of love by Suta’s skilled artisans.
Speaking of the collaboration, Suta co-founder Sujata Biswas said, “Our Pride collection this year is inspired by individuality, in its truest sense. The pieces are extravagant, elegant and eloquent, appealing to the sensibilities of the contemporary wearer seeking statement-making festive and occasion wear. Inclusivity has always been a very strong part of the brand’s identity and is evident in its visuals, language and even its hiring practices. For us, Sushant Divgikr is the perfect fit as a brand campaign ambassador as they personify gender-fluid creativity with their signature sass. And we are all for it!”
“I’m excited to be the face of Suta’s Pride collection – This is ME. I love their designs and the impeccable detailing that goes into each of their statement pieces. As a garment, the sari is glamorous and versatile. The Suta team has been making waves since their inception and has made such a significant impact on the weavers’ community. I want to contribute my efforts towards showcasing our rich artisanal heritage through this collection, and ensure we all look and feel our uninhibited best,” said Divgikr.
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.
