Ad Campaigns
U.S. Polo Assn. brings “Legends Forever, to Play Together” in their latest campaign
Mumbai: U.S. Polo Assn, the iconic fashion brand known for its style and classic appeal, announces its latest fashion campaign. Conceptualised by WYP, a Wondrlab company, “Legends Forever, Play Together” weaves together threads of nostalgia, and partnership and brings back two sets of legendary duos.
The duos? Legendary tennis duo, Mahesh Bhupathi and Leander Paes. And the original supermodel duo, Arjun Rampal and Milind Soman.
Mahesh and Leander, the Indian Express, relive their unforgettable moments on and around the tennis court. A testament to their incredible achievements, the camaraderie, and the unbreakable bond that made them true legends.
From the court to the ramp, Arjun and Milind take us back to their glamorous world of fashion. They stride confidently down the ramp, and we even get to see them work their magic backstage, their partnership exemplifies the elegance and sophistication that U.S. Polo Assn. has embodied for years. Their dynamic presence on and off the runway perfectly mirrors the brand’s commitment to timeless style and enduring grace.
Speaking about the campaign, India brand CEO Amitabh Suri said, “Legends Forever, Play Together’ could have only happened with the most iconic duos. That’s why we decided to bring legendary partnerships of Mahesh Bhupathi and Leander Paes, and Arjun Rampal and Milind Soman back! The campaign harmoniously blends the nostalgia of the past with the excitement of the present, resonating with those who value the essence of unity and elegance. This campaign also seamlessly blends with our previous campaign, #TwinningForever, with Arjun Rampal.”
Wondrlab co-founder Amit Akali said, “We were thrilled to work on this legendary campaign. And both sets of legends were even more thrilled! They were really excited at the chance to rekindle their partnership! We wanted to capture these moments in a very editorial manner that does justice to them as well as their clothes as well as their relationship. This magic of which comes alive beautifully in the campaign.”
U.S. Polo Assn India VP marketing Deepansh Bhargava said, “We recognize the importance of creating an aura for the brand. And our campaign achieves just that. This concept infuses a fresh energy that resonates with our audience, recapturing the essence of what makes us iconic. Looking ahead, I’m excited about the next stage, where together with WYP, we’ll elevate our brand to even greater heights.”
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.
