MUMBAI: AD, the ready-to-wear brand from the house of Arvind, has announced the launch of its latest campaign featuring actor Raghav Juyal, celebrated actor, and youth icon. Conceptualised and created by PlusOne Design, the campaign brings alive AD’s new brand philosophy: “AD is a MOVEment.”
In a cluttered fashion landscape where many brands look and feel the same, “AD is a MOVEment” sets out to break the mold. At its core, the philosophy is about embracing freedom, fluidity and authenticity in fashion. AD is designed not just for how you look, but for how you feel: with breathable fabrics, superior quality, functional comfort, and everyday versatility. The idea is simple, clothes should move with you, adapting to your rhythm and lifestyle instead of restricting it.
Raghav Juyal emerged as the perfect embodiment of this philosophy. His versatility, authenticity, and individuality reflect the very essence of AD. Equally celebrated for his quick wit, grounded personality, and artistic talent, Raghav the company explains brings to life the brand’s core values: being real, relatable, and effortlessly stylish.
The first film, ‘The Real Reel’, adopts a day-in-the-life format, capturing Raghav’s world with humor and effortless charm. His spontaneous energy makes the narrative instantly relatable, while subtly highlighting how AD integrates seamlessly into everyday life.
The second film shifts into an elevated fashion narrative, complementing the candid, energetic spirit of the first. Alongside the films, a striking print and outdoor campaign extends the philosophy into retail, editorial, and brand communication, while also adapting seamlessly for e-commerce and digital platforms. Together, these touchpoints reinforce the distinct identity of AD and underline that “AD is a MOVEment.”
The new campaign is running across Sony’s gameshow ‘Kaun Banega Crorepati’, the Asia Cup, and digital platforms.
Tushar Nerkar, Chief Marketing Manager, Arvind said, “At AD, we believe clothes are not just about how you look, but also about how you feel when you wear them. With Raghav Juyal, who is youthful, authentic and effortlessly stylish, we’ve found the perfect partner to bring this belief alive. This campaign is a big step in strengthening AD from the house of Arvind’s ready-to-wear presence, and we’re glad to have Plus One as our creative ally in making it stand out.”
Shitu Patil & Gautam Patil, Founders, PlusOne Design, added, “In a category filled with brands that often blur into each other, our intent was to create a campaign that breaks the mold. The idea of ‘AD is a MOVEment’ gave us a powerful platform – clothes that move with you, much like Raghav himself. His multi-faceted talent allowed us to show AD’s versatility across formats, from playful candid moments to elevated fashion stories. The campaign is designed to feel fresh, dynamic, and true to the spirit of MOVEment, giving AD a distinctive voice in a crowded market.”
