Spykar has launched a new advertising campaign titled ‘Made to Fit Every Story’, centred on Chico, one of the brand’s denim fits. The campaign brings together AI-generated models and real-life social media influencers within the same film, combining digital technology with live-action storytelling.
The films feature AI-created characters appearing alongside well-known content creators, a format that is still uncommon in Indian fashion advertising. The campaign adopts a female point of view and moves away from traditional portrayals of masculinity, using humour and everyday online interactions as its narrative base.
The campaign focuses on the idea that contemporary male identity is shaped by how it is perceived rather than performed. Each story begins with a male character encountering a woman’s expectation expressed online. This is followed by a stylised visual sequence that interprets and fulfils that expectation, with Chico positioned as the central element of the look. AI-driven visuals are used to heighten these moments while maintaining a consistent focus on the product.
Commenting on the campaign, Sanjay Vakharia, CEO and Co-founder, Spykar, said, “Fashion advertising for men has traditionally been built around a fixed idea of masculinity. With this campaign, we consciously move away from that and flip the gaze. We wanted to tell stories that feel familiar to how young people connect today. The campaign is tech-forward and interesting as it integrates AI-generated characters as models alongside social media influencers.”
The campaign concludes each film with a recurring line: “Every girl has a story—the real question is, are you dressed to be the main character in it?”
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