Mumbai: TRENDS, a fashion retailer, marked Valentine’s Day with a tech-led campaign that blended style, romance and innovation. In partnership with Bangalore-based creative agency Phantom Ideas, the brand launched ‘Say It With A Song’, a digital activation that uses AI to generate personalised love songs for consumers to share with their loved ones.
At the centre of the campaign is the ‘Tune With Trends’ microsite, where users can create customised tracks by entering simple prompts such as their partner’s name, favourite colours and preferred fashion fits. The platform then generates a unique, shareable love song tailored to the inputs, offering a fresh and interactive way for digital-native audiences to express affection.
The initiative reinforces TRENDS’ positioning as a brand deeply connected with young India and its evolving modes of self-expression. By integrating AI into the campaign experience, the brand moves beyond conventional Valentine’s messaging to offer a participative and personalised engagement model.
“In a digital-first world, we need to find new ways to engage with young audiences,” says Robert Anthony, Founder & Chief Creative Officer, Phantom Ideas. “Our brand positioning can be summed up in four simple words: ‘new times, new Trends’. It’s about staying in step with how young India lives, loves and expresses itself today. Using AI to add fun and creativity to modern relationships is just another way we’re keeping pace with the times.”
By leveraging AI not merely as a backend tool but as a creative collaborator, Phantom Ideas and TRENDS have crafted a contemporary Valentine’s experience that merges fashion, technology and emotion—turning the brand into both a style partner and a wingman for the season of love.
Campaign Credits:
Agency: Phantom Ideas
Founder & CCO: Robbie Anthoney
Creative Director: Raj Dutta, Pradeep Kumar
Digital Head: Angad Dutta
Senior Copywriter: Gabriella Symms
Art Director: Ebin Richard
Account Management: Gautam Kathpalia, Chrysanne Fernandes
