Ad Campaigns
Techugo and Handloom Mark launch digital campaign
MUMBAI: In celebration of the 11th National Handloom Day, Techugo, collaborated with the Textile Committee of the Ministry of Textiles, Government of India, to introduce a digital-first campaign that puts India’s handloom legacy in the limelight. The drive, aimed at promoting the theme “Asli Pehchaan, Handloom Mark,” is all about advocating the Handloom Mark to be recognized as the authentic sign of credibility of Indian handloom products, a mark that represents quality, tradition, and trust.
With the vision to create mass awareness on the value of purchasing authentic handlooms, Techugo developed and created three short web films that emotionally resonate with audiences across various age groups. The films demonstrate the ways in which handloom products, when authenticated by the Handloom Mark, are not only clothes but also cultural heritage passed down through generations.
The first ad film, “Trending Bhi, Real Bhi,” is a snapshot of a moment between two young friends, one looking at the other’s trendy kurta only to discover it is not only trendy but also real handloom, certified by the Handloom Mark. The second tale, “Maa Ki Nazar,” is a mother-daughter moment when a mother cares so much to make sure her daughter’s first saree experience is nothing less than flawless, courtesy of the Handloom Mark’s trust. The third, “Purane Zamane Ki Baat,” depicts an aged couple recalling the originality of old days, as they experience the same feeling in a collection of handloom pillow covers that are genuine, original, and stamped with trust.
Techugo senior marketing manager. Arushi Kukreja said, “This campaign is more than a celebration of Indian textiles, as it is a salute to the hands that weave our heritage. The Handloom Mark stands as a badge of honour for artisans and a symbol of trust for consumers. Through this digital initiative, we aimed to create not just visibility but a deep emotional connection across generations. We are truly thrilled to have played a vital role in bringing this vision to life and supporting the Textile Committee’s remarkable initiative to preserve and promote India’s rich handloom legacy.
Through targeting the campaign for young adults, middle-aged homemakers, and the elderly, the message is very clear, as authentic handloom has a place in the lives of every generation. From kurtas and sarees to pillow covers, each product bearing the Handloom Mark signifies a tradition of craftsmanship and cultural pride. The campaign is streamed on YouTube, Instagram, Twitter, and Facebook with a reach of over one million digital impressions.
For Techugo, this project is the strength of purpose-led storytelling combined with digital innovation. Though upcoming collaborations with the Textile Committee are being discussed, this campaign is an important step in protecting and spreading the pride of Indian handloom through technology.
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