Ad Campaigns
The Pant Project launches humorous ads for power stretch pants
Mumbai: The Pant Project, a menswear brand focused on custom-fit, high-quality pants, announces the launch of its latest ad campaigns, aiming to break away from traditional menswear advertising. Unlike the usual serious and formal tone, the new campaigns take a fresh approach, connecting with its male audience in a more relatable way.
In a shift from the seriousness of traditional ads, these campaigns use humour and engaging scenarios to highlight the versatility of the brand’s signature Power Stretch pants. They focus on how the pants effortlessly adapt to the dynamic lives of modern men. The campaigns are created in collaboration with Braindad.
Commenting on the launch of the campaigns, The Pant Project co-founder Dhruv Toshniwal said, “We’re excited to challenge the norms of menswear advertising with our latest campaigns. At The Pant Project, we believe in blending functionality with fun, and our power stretch pants are a testament to that. Through the campaigns we aim to showcase how our pants are built to keep up with every facet of a modern man’s life, all while adding a touch of humour and relatability.”
The first campaign, titled ‘Tug of War,’ takes a playful approach, moving away from the typical serious tone. Set in a park, two families compete in a tug-of-war using the dads’ pants, humorously showcasing the flexibility, stretch, and durability of The Pant Project’s power stretch smart casual pants. The film ends with the kids creatively using the pants, highlighting their stretch and playful interaction, reinforcing the pants’ versatility and durability.
The second campaign, ‘The Family Split Challenge,’ humorously features a split competition between a grandfather and father. As they exchange lighthearted banter about their youth and fitness, both attempt full splits. Meanwhile, their young son effortlessly performs a perfect split, stealing the spotlight. As the tension builds, the grandfather proudly reveals he’s not just stretching but doing a ‘power stretch’ in his pants from The Pant Project. The ad highlights the brand’s message that its power stretch pants offer durability, flexibility, and style for all generations.
The Pant Project co-founder & creative director Udit Toshniwal added, “As someone personally invested in every detail of our product development—right down to every stitch, fiber, and wear test. I believe in letting the pants speak for themselves. Our approach is all about ‘show, don’t tell,’ bringing our products to life through fun, engaging, and relatable stories that connect with our customers’ everyday lives. This campaign goes beyond showcasing our pants; it represents the values and craftsmanship that distinguish our brand in both comfort and quality.”
Through these campaigns, The Pant Project portrays how their pants “stretch more than your imagination” and “stretch more than your arguments.”
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.
