Ad Campaigns
Azva launches campaign on seven vows
MUMBAI: Azva, the bridal jewellery collection from World Gold Council, has launched its latest campaign on the idea of seven vows / saat pheras of a wedding ritual.
The insight for the campaign is that Indian marriages and gold go hand-in-hand. The last decade or so has witnessed a sea-change in the way marriages are solemnised in India. When the location, attire, mandap, sangeet and even décor have seen dramatic influences from other cultures and countries, the modern Indian couple was seen as moving forward. But gold bridal jewellery remained stuck in tradition and in the traditional idea of marriage.
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The challenge was to bring gold back into modern marriage conversation. The brief given to BBH India was to contemporise gold in the modern marriage context. The campaign aims to contemporise the modern seven vows and in turn builds relate-ability with the modern day couple. The creative idea “every relationship has the magic of seven” is translated in the creatives.
The nationwide roll-out across 46 cities comprises of TVC as the lead medium supported by OOH and ads in leading magazines. There is a strong digital plan engaging the audience on social networking site and promoting the brand across leading online portals.
The TVC is directed by Prakash Varma of Nirvana Films. Media buying is handled by Maxus
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.
