Ad Campaigns
Nilon’s launches #AchaarWithVichaar as latest campaign
NEW DELHI: Nilon’s India, one of India’s oldest food companies, has launched its latest new media campaign #AchaarWithVichaar, featuring some of the top content creators of India and its most beloved fans.
Masala is the pulse of India – we love it in our food, moods and conversations. Playing on this, Nilon’s #AchaarWithVichaar aims to build consideration for pickles in the minds of the new-age consumer. Tangy taste coupled with the many health benefits of the pickle such as boosting immunity, improving digestion, strengthening gut and many more, Nilon’s believes this is the perfect time for the brand to bring back the much-needed masala and magic in the lives of Indian youth, while boosting sales for its recently launched Rajasthani-flavourited pickles through Amazon.
Nilon’s director & CEO Rajheev Aggarwal shares, “We are very excited for this campaign. Nilon’s products are something that the youth of this country has grown up with and when they today see us talking to them in their language, lingo and laughter, we are certain that these millennials will make Nilon’s Achaar their companion once again. There’s so much that the humble pickle that our dadis have made us love has to offer- right from health to taste.”
The two-month long campaign begins with many exciting activities that they believe would appeal to the youngsters, like a crowd-sourced Achaari rap anthem, Nilon’s chant for the longest Achaar that finally lead up to the Instagram-LIVE show. Partnering with some of the biggest content creators of the country from the spheres of lifestyle, health and food, a promise of achaari conversations, atrangi creations and lots of laughter is what the brand is looking forward to as the campaign kicks off.
“Some of the quirkiest minds of the country have come together to give Nilon’s Achaar the new-age spin it deserves. For us at M&C Saatchi February, the most exciting aspect is the involvement of not just the best of content creators, but also the creators who live amongst us- the fans of Nilon’s! We hope #AchaarWithVichaar resonates with our target audience and creates a stir to remember,” said M&C Saatchi February founder & MD Gopal Krishnan on his expectations from the campaign.
Nilon’s has already launched the #AchaarWithVichaar Rap Anthem, the brand’s first crowdsourced anthem featuring content creators and users. The rap has reached the screens of over 13 million Indians, with more on its 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.
