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Youth Icon King unveils Campus OGs Collection
Mumbai: Hip-Hop royalty and chart-topping rapper, King, join hands with Campus Activewear Ltd., the leading footwear brand, to unveil Campus OG collection – the ultimate fashion accessory designed for youthful self-expression. This collaboration represents a fusion of music and fashion, combining King’s iconic style and creative expression with the state-of-the-art designs and trendsetting footwear expertise of Campus Activewear.
Performance artists, especially rap & hip-hop icons, have always been at the forefront of fashion-forward expression, using statement pieces as their artistic canvas. These fashion items are not just accessories, but powerful symbols of creative self-expression, allowing artists to flaunt their unique personas and exude an air of unshakable confidence. Drawing inspiration from this rich cultural legacy, Campus Activewear proudly presents the Campus OG collection, a stunning fusion of style and attitude. Just like how hip-hop icons have used fashion to make their mark, the ‘Campus OG’ collection is set to empower the youth with a fashion statement that amplifies their confidence and showcases their individuality with flair.
Known for his unparalleled talent and influence in the rap industry, King has always been a trendsetter in both music and fashion. With a nostalgic affinity for Campus shoes from his childhood, King’s collaboration with Campus Activewear for the ‘Campus OG’ collection is a heartfelt expression of his personal connection with the brand. “Fashion is a powerful means of self-expression,” shared King. “These shoes go beyond just looking good; they embody my creative expression and intend to empower the youth to showcase their unique style. I am thrilled to partner with Campus Activewear, a brand that is known for their comfort and style. I am delighted to create a collection that represents my passion for both music and fashion.”
Speaking on the collaboration, Campus Activewear Ltd CEO Nikhil Aggarwal said “We are thrilled to announce our collaboration with the hip hop icon and true fashion maven, King for our Campus OG collection. This range is not just about fashion, but a powerful means of self-expression, allowing individuals to showcase their unique personalities and radiate confidence. With King’s creative input and passion for both music and fashion, this collaboration promises to be a perfect blend of his iconic style and our brand’s ethos. We are excited to unveil this collection and encourage youth to embrace their individuality with pride.”
The Campus OG collection features a range of footwear options that are designed to make a supreme fashion statement and empower youth to showcase their unique style. With trendy designs, and unique details in shades of white and black, the collection is all set to elevate the swag of today’s youth and promise a lasting impression.
The ‘Campus OG’ collection by King and Campus Activewear is available across all retail stores and online ecommerce platforms. Fashion-conscious individuals, especially those who value self-expression and individuality, get ready to express yourself with the ultimate fashion accessory that empowers confident self-expression.
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.
