Ad Campaigns
The House of Rare’s cool spin on summer fashion
MUMBAI: The House of Rare redefines summer fashion with its SS25 campaign film, ‘White Echoes’, shot in the snow-capped serenity of Kashmir. Known for its innovative storytelling, the brand has delivered a striking juxtaposition of seasonal contrasts—where breezy summer wear meets the frozen silence of winter.
The House of Rare comprising Rare Rabbit, Rareism, Rare’Z, and Rare Ones—has launched its Spring-Summer 2025 campaign with an unexpected twist. Titled White Echoes, the campaign brings summer fashion into the heart of winter, turning snow-blanketed valleys, misty trails, and frozen lakes into a bold new runway.
The campaign features The Ruby Edit for women and Summer Layers for men, blending style, comfort, and artistic finesse with a backdrop few would associate with summer fashion.
Conceptualised and produced entirely in-house, the campaign captures the spirit of pushing boundaries. “This campaign reflects the kind of storytelling we believe in,” said The House of Rare chief business officer Pulkit Verma, “White Echoes is more than a campaign it’s a statement. It reflects our belief that fashion should move people, surprise them, and challenge the ordinary. Kashmir gave us a stunning canvas, but it was the resilience of our crew and the soul of our collections that brought the story alive.”
The concept sparked from a single question by the brand’s founder, “Why not make summer feel cool by shooting it in the cold?” That seed of inspiration led the team to brave -7°C temperatures in Kashmir, turning adversity into art. The result is not just a campaign it’s an immersive experience.
The Ruby Edit for women celebrates expressive silhouettes light, flowing, and full of character. Think free-spirited kaftans, breezy brunch-to-beach dresses, co-ord sets that balance ease with edge, and dramatic yet wearable skirts.
Summer Layers for men leans into texture and tailoring, with bold prints, embroidered shirts from the Tuscan Sun line, and structured pieces from the Guild collection. The looks are rounded off with printed co-ords, shackets, mandarin collar shirts, and versatile denim—designed for modern, unpredictable days.
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.
