Ad Campaigns
Zeel’s new TVC highlights next-gen rainwear
Mumbai: At the crack of the monsoons hitting several parts of India, Zeel Rainwear, the country’s number one rainwear brand has launched its new TVC campaign. The new campaign showcases the new generation of rainwear, designed with the ever-moving citizen in mind.
Over the years, Zeel Rainwear has soared its way to the top of the category, and it has done so by developing products focused on the core needs of consumers, i.e. staying dry even in extreme rain conditions. Zeel’s erstwhile campaign ‘Sada Sukhe Raho’ anchored on this benefit.
Commenting on the campaign, Zeel Rainwer director Rohit Trivedi said, “We at Zeel believe in making products that add value to our consumers’ lives. We Indians often commute in extreme rains to go about our everyday routines, many by riding two-wheelers or wading through traffic on foot. Regular rainwear brands tend to obstruct mobility, and we have constantly innovated to design our new generation of rainwear that enhances mobility. This season, we have pushed the bar by bringing innovative features such as withstanding 10,000mm of water pressure, water-repellent coating for quick drying, and specially crafted air vents to keep our everyday warriors cool and dry on the move.”
Conceptualised by Alpha1, a young boutique agency based out of Mumbai, the TVC is a 30-second film featuring a skating enthusiast effortlessly cruising through the rain, donning Zeel rainwear. Gliding his way through everyday obstacles like potholes and puddles, heavy traffic & rain, the skater demonstrates gravity-defying moves, flaunting the rainwear’s design focus on mobility.
Commenting on the campaign, Alpha1 co-founder Dorothy Rebello said, “Our task was to deliver two things – introduce the new range of rainwear which is designed for mobility & say this in 10 seconds – as the 10-second edit would run the most to achieve media efficiency! After looking at the products, it was instinctive that we had to showcase the product by virtue of a demo. A skater on in the Mumbai rains wearing rainwear is an amusing visual, with an ability to stand out in media clutter. I’m glad we’ve been able to deliver this crisp message in 10 seconds while keeping the TVC charm in the 30-second version.”
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.
