Ad Campaigns
Wrangler unveils new brand campaign with Smriti Mandhana
Mumbai: Wrangler has announced the launch of its new brand campaign titled “What Shapes You, Makes You”. The campaign features Smriti Mandhana, the vice-captain of the Indian women’s cricket team and one of its most prolific batters.
Wrangler is investing heavily during the ICC Men’s Cricket World Cup 2023 to build greater awareness and consideration among consumers in India. The campaign highlights the enduring relationship between Smriti and her Wrangler denim emphasizing that investing in Wrangler is essentially investing in a part of oneself. Smriti is an adventurous person and is always ready to take risks, make moves and embraces courage which is what Wrangler stands for. The iconic denim brand’s campaign is built around the insight that searching through our old wardrobe makes us feel nostalgic. Occasionally, we find a piece of clothing that immediately reminds us of how far we have come in life. While we may have forgotten it at the back of our wardrobe, we haven’t forgotten how it makes us feel – it’s a conduit that keeps us grounded and in touch with our passions. It’s what shapes us, makes us.
The brand campaign film will run on Disney+Hotstar and digital platforms such as YouTube, Facebook, Twitter and Instagram during the ICC Men’s Cricket World Cup 2023.
Commenting on the campaign, ace turtle CEO Nitin Chhabra said, “We are delighted to launch the new brand campaign with Smriti Mandhana for Wrangler during the Men’s Cricket World Cup that coincides with India’s festive season. This campaign marks a new chapter, aiming to inspire individuals, especially the youth, to embrace their unique journey and aspirations, and is a testament to Wrangler’s enduring legacy and its vision for the future. We are confident that the campaign will help to build on Wrangler’s brand equity and help us drive more footfalls at our retail stores and traffic on online channels. We aim to significantly grow Wrangler’s business in India by the end of the current fiscal year.”
Expressing her excitement, Smriti Mandhana said, “My Wrangler journey has been a special one, capturing my growth and experiences. From the denim that’s been with me since my early cricket days to what it represents today, this campaign captures my journey in parallel to the continued legacy of the brand. Wrangler stands for resilience, adaptability and authenticity which are qualities I admire and work towards. I’m excited to share this connection, inspiring others to embrace their unique journeys, both in sports and life.”
Sharing the marketing perspective, ace turtle CMO Lokesh Kataria said, “Our objective is to bring out the association between Wrangler and Smriti Mandhana with an integrated communication approach, driving greater consideration for the brand. The What Shapes You, Makes You campaign becomes our means to show this resilience through a pair of denim that have endured with Smriti Mandhana – being a constant, and shaping her to what she is today. We aim to highlight how investing in a Wrangler is investing in a relationship that becomes an integral part of our consumers, and ultimately defines them. As we unveil this seven-week campaign coinciding with the Cricket World Cup 2023, we delve into a rich backstory of innovation and consumer engagement.”
ace turtle is the exclusive licensee of Wrangler in India and other South Asian markets. It has expanded Wrangler’s physical retail store network across India with 53 stores operational currently and many more in the pipeline. Wrangler is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others. The iconic denim brand is also available online at its dedicated webstore www.wrangler.in along with popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.
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.
