India – Monte Carlo India has launched its Spring Summer 2026 campaign, inviting audiences to “levitate” through a surreal, gravity-defying narrative created in collaboration with integrated marketing agency Hashtag Orange.
The campaign positions summer dressing as a sensory experience rather than a product-led collection, built around the idea that “When your fits feel light, you don’t just walk, you float”, which anchors both the film and key visuals.
Rooted in the concept of lightness and ease, the brand film blends live-action production, AI tools, and advanced VFX to create weightless, dreamlike visuals that translate the feeling of airy summer garments into a cinematic world.
“By bringing AI and VFX together as one, we expanded the boundaries of imagination and shaped a world that feels both tangible and emotionally resonant. This campaign marks a clear shift in how Monte Carlo approaches creative expression, making it more progressive, future-facing, and built for what lies ahead,” said Mukesh Vij, Founder, Hashtag Orange.
Amit Shankar, Chief Creative Officer, Hashtag Orange, also commented, “Rooted in breezy comfort and fluid movement, the idea was to make lightness visible. From ideation to execution, it was challenging yet fulfilling. Using AI and VFX not just as tools, but as collaborators; we shaped gravity-defying visuals that blur the line between real and surreal, bringing to life a sensation you can almost feel through the screen.”
Moreover, the campaign adopts an integrated, experience-led approach combining storytelling, art direction, and digital-first production, positioning Monte Carlo as a brand focused on how consumers feel in their clothing as much as how they look.
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