Ad Campaigns
TVA.Group leads Myntra & FCUK’s ‘Me & My Connection’ to spectacular success
Mumbai: The dazzling collaboration between Myntra, French Connection UK (FCUK), and the ingenious minds of TVA.Group has generated ripples in the influencer marketing world.
The “Me & My Connection” campaign, a sublime blend of storytelling and promotion, is making headlines with unprecedented success. Elevated by the robust engagement of 15 esteemed Bollywood luminaries and top-tier CAT-A influencers, this inventive campaign has heralded a transformative paradigm in influencer marketing. The campaign radiated success, generating an impressive 300 million estimated impressions and an Earned Media Value (EMV) of Rs 39.7 Cr. This spectacular achievement led to a return on investment that exceeded 30 times, setting a new benchmark in influencer marketing.
An illustrious array of influencers and Bollywood celebrities, including luminaries such as Arjun Kapoor, Athiya Shetty, Vijay Verma, Jim Sarbh, Komal Pandey, Ahan Shetty, Monica Dogra, Kunal Thakur, Kubbra Sait, Zara S Khan, Kayan, Zaeden, Diet Sabya and Vedang Raina and Adarsh Gaurava lent their charisma to this avant-garde campaign. Mirroring the lives and passions of these influencers against minimalist backdrops, the campaign showcased compelling narratives that resonated profoundly with audiences, garnering a reach that soared beyond 105 million and racking up an awe-inspiring 120 million total plays.
Redefining the landscape of traditional marketing strategies, TVA.Group meticulously orchestrated every aspect of the “Me & My Connection” campaign, from crafting compelling scripts to strategic selection and liaison with artists, from the seamless execution of production to the meticulous post-production edits, TVA.Group left no stone unturned.
The final product was a masterful tableau of personal journeys, self-discovery, and authentic connections, punctuated by arresting editorial-style visuals and a magazine-like reveal of French Connection’s Myntra launch. This holistic approach captivated audiences and deftly promoted the essence of genuine human connections, transcending the boundaries of standard brand promotion.
Reflecting on the campaign’s triumphant run, TVA.Group ( www.tva.group) co-founder Devashri Mehrotra commented, “Our goal with this campaign was to promote the brand and spark a conversation about the importance of genuine connections. By showcasing unheard stories of our celebrities and creators, we created a campaign that lent high engagement with viewers and served as significant advertorial assets for Myntra’s exclusive launch during their End of Reason Sale.”
Vijay Verma:
Arjun Kapoor:
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.
