AD is a MOVEment
For AD, the ready-to-wear brand from the house of Arvind, we set out to create more than a campaign - we built a philosophy. AD is a MOVEment was conceived to redefine everyday fashion in a cluttered landscape where many brands look and feel the same.
At its core, the idea celebrates freedom, fluidity, and authenticity. AD is designed not just for how you look, but for how you feel - with breathable fabrics, functional comfort, and everyday versatility. Clothes that move with you, adapt to your rhythm, and never hold you back.
Raghav Juyal emerged as the natural face of this philosophy. Known for his individuality, spontaneity, and grounded charm, he embodies the spirit of AD - real, relatable, and effortlessly stylish.
The campaign unfolded through two complementary films. The Real Reel captured a candid, day-in-the-life narrative infused with humour and ease, while the second film elevated the story into a sharper, fashion-led expression.
Rolling out across digital, social, print, outdoor, retail, and e-commerce, the campaign significantly increased brand awareness - crossing 2+ million views within the first week and drove a strong surge in sales, reinforcing AD’s position as a confident, movement-led ready-to-wear brand.
