MAM
Borosil launches ‘Larah House Shift Campaign’ for dinnerware range
New TVC celebrates chaotic yet heartwarming moments of moving house.
MUMBAI: Borosil just unpacked a campaign so relatable, even your mismatched plates are nodding in agreement because when shifting homes, the real treasure isn’t the new address, it’s the dinnerware that survives the journey. Borosil Ltd. has unveiled its latest television commercial for the Larah dinnerware range, titled the ‘Larah House Shift Campaign’. Conceptualised by Sideways, the film captures the familiar chaos of moving house through the light-hearted banter of a couple unpacking their new home.
In the ad, the wife searches for something while the husband hilariously fumbles with minor blunders. What could have been a moment of frustration turns into playful teasing, turning everyday imperfections into inside jokes and transforming the stress of settling in into shared memories.
Rather than focusing solely on product features, the campaign takes an emotion-led approach, positioning Larah dinnerware as a natural part of these everyday moments that turn a house into a home. Known for its elegant design, durability and blend of aesthetics with functionality, Larah is presented as the reliable companion that makes daily dining feel special.
Borosil Ltd. VP for marketing Barnali Shankar said, “With the ‘Larah House Shift Campaign’, we aim to celebrate the beauty of everyday dining moments and the role they play in bringing people together. At Borosil, we believe dining today goes beyond just food, it is about the experience, the setting, and the emotions shared around it.”
The campaign will be amplified across digital platforms and news channels, targeting young, urban consumers and modern Indian families who value both functionality and aesthetic appeal in their homes.
In a world where moving house often feels like a comedy of errors, Borosil’s Larah campaign reminds us that the best dinnerware doesn’t just survive the chaos, it becomes part of the story, turning unpacked boxes and misplaced plates into the first chapter of a new home’s memories.
MAM
ECI ropes in Chhota Bheem for voter awareness in West Bengal
Animated icon to boost turnout in Howrah ahead of April polls.
MUMBAI: Chhota Bheem just swapped his gada for a voter card because when even cartoon heroes start campaigning, you know it’s time to get out and vote. The Election Commission of India has enlisted the popular animated character Chhota Bheem to enhance voter awareness and participation in Howrah district, West Bengal, as part of its Systematic Voters’ Education and Electoral Participation (SVEEP) initiatives.
The campaign, themed Chunav Ka Parv, Paschim Bengal Ka Garv, aims to make the electoral process more inclusive, engaging and accessible, particularly for young and first-time voters. Polling for the West Bengal Legislative Assembly elections will be held in two phases on 23 and 29 April 2026, with vote counting scheduled for 4 May 2026.
A senior election official said, “Chhota Bheem, being a popular and friendly public awareness animation icon, will help in spreading voter awareness messages in a more engaging and relatable manner for families, children and first-time voters. He seems a good fit because he is one of India’s most loved and trusted characters with strong recall across age groups.”
Green Gold Animation founder & CEO Rajiv Chilaka added, “We are happy that the EC has decided to use our popular animation character in their awareness campaign. This is in line with the brand’s larger public interest associations, including collaborations across literacy, public safety, education and awareness initiatives with government and PSU-linked institutions.”
The initiative reflects a growing trend of using entertainment and popular icons to deliver civic messages effectively through digital platforms and on-ground engagement.
In a state where every vote counts and every hero inspires, the Election Commission has found the perfect sidekick: a fearless little warrior who already knows how to rally the masses, this time, not against demons, but for democracy.
