Ad Campaigns
W focuses on responsible fashion with ‘I AM AWAKE’ campaign
MUMBAI: Embarking on their responsible fashion journey, W unveiled its latest campaign ‘I am Awake – to fashion, to the future’. The newly launched campaign not only talks about the need to make responsible choices towards fashion but also about the concept of responsible living that should be incorporated in every aspect of life.
The brand is committed to reduce environmental impact and has awakened to give back. Determined towards women empowerment, their factories in Harur, Tamil Nadu, Pathankot, Punjab, have 99 per cent of women workforce. Their partnership with Solar Charkha Mission, energy efficient stores and sustainable workplace ensures the commitment towards being fashion forward as well as responsible for the future.
Talking at length about the brand’s endeavor, TCNS Clothing Co Ltd MD Anant Daga said, “We have been relentlessly working to nurture a change towards responsible fashion. With the ‘I am Awake’ campaign, our endeavour is to make people at large aware that their fashion choices can be responsible too. Our association with Solar Charkha Mission & Aditya Birla Group (Livaeco) helps in creating responsible fashion-forward collection season-on-season. It’s a long journey which will always be work in progress but we are excited to take the first steps and are committed to building on it.
The customer today is well aware of the trends and at the same time is mindful of their actions. Our collection in short is a representation of the consumer of today who is aware, awake and is making efforts to adopt responsible fashion. The aim is to make sustainability commercially successful, create pilots and scale them up.”
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.
