Ad Campaigns
Blush and Castrol Activ Scooter joins to make ‘Chal Udte Hain’
MUMBAI:Culture Machine’s digital channel ‘Blush’ and Castrol Activ Scooter collaborate to celebrate the beautiful bond between a brother and sister. A brother is your first best friend and your partner in crime, he loves you unconditionally, inspires you, motivates you and most importantly he empowers you! ‘Chal Udte Hain’ tells a heartfelt story of a brother becoming the wind beneath his sister’s wings!
Featuring popular digital star Mithila Palkar, the video follows the love-hate relationship of a brother and sister by showcasing some of their most memorable moments while growing up. Encouraging women to take charge of the tougher things in life and becoming more independent, Blush propagates that the sister can protect and pamper her brother just as much as he does to her through the video ‘#ChalUdteHain’. The video is a montage of flashbacks about the life lessons a sister learns from her brother which eventually gives her the confidence to face the world on her own. On the occasion of RakshaBandhan, the sister exudes self-confidence making her brother proud.
Speaking about the film, Culture Machine’s digital channel Blush released a statement, “People always treat women as delicate beings who need to be looked after and protected. There is also this wrong stereotyping of how women cannot do well in certain ‘male dominated’ domains. We want all the women to know that they are just as independent and capable as their male counterparts and for men to realise that the biggest contribution to their sister’s lives would be to encourage them to not only be self-sufficient but also push these so called boundaries. There can be no better gift a brother can give his sister.”
Castrol India Ltd Head, Brand and Communications Kedar Apte, – commented, “The greatest benefit that a scooter gives the woman rider is independence. When given the right positive reinforcements throughout childhood – this independence is showcased everywhere including the vehicle she chooses to ride and its upkeep and maintenance Through this campaign on Rakhshabandhan we are trying to show how strong and interdependent brother-sister relationship is. In the video -the brother is chief ally, who encourages his sister to break barriers and inspires her to take full responsibility of her scooter including its maintenance…it’s a progressive & forward-looking narrative.”
Mindshare Client Leadership Anita Kotwani said, “We have always believed that if you are able to build content around cultural relevance and bring in a new dimension to the storyline then it definitely resonates with the audiences. We are confident that this video will touch the hearts of millions of brothers and sisters in India and bring them closer to Brand Castrol Activ Scooter.”
Mithila Palkar spoke on her experience, “Women, in general, have been taught for centuries that they need to be protected by their male guardians. Chal Udte Hain is a thought provoking video about brothers protecting women by making them self-reliant and taking confidence in their independence. I had a wonderful time working with the Blush team and take pleasure in being associated with this inspirational video. I’m sure the audience will love it.”
To all the brothers- help your sister believe she can and she will. Here’s to looking at Raksha Bandhan in a whole new way!
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
