AD, the ready-to-wear brand from the house of Arvind, has rolled out a campaign featuring actor Raghav Juyal, bringing its philosophy, ‘AD is a MOVEment’ to life while showcasing its latest offerings.

Conceptualised by PlusOne Design, the campaign consists of an ad film.

The first film, 'The Most Real Reel', takes the viewer on a day-in-the-life approach, capturing Juyal’s world with humour and ease, while his spontaneous energy naturally shows how AD fits into everyday life. The second film, 'AD is a MOVEment', transitions into a more elevated fashion story. It highlights the brand's offerings and balances the candid, playful spirit of the first with a refined edge. The film showcases how AD's comfort moved with him, breathable fabrics kept him cool through the grind and the effortless style helped him look sharp in every pose. 

What we think about it: By balancing playful, everyday moments with a polished fashion narrative, it gives the brand both relatability and distinction in a crowded category.

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, we intended to create a campaign that breaks the mould. 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.”