Ad Campaigns
Lay’s heartwork campaign gets content creators on board to showcase talent
NEW DELHI: Continuing the chain of gratitude initiated by the LAY’S #Heartwork campaign, popular short-form video content creators transcended platforms to showcase their talent through creative renditions of the campaign ode. The #Heartwork campaign is a heartfelt, emotional ode to all the heroes who are working relentlessly against all odds to bring joy to millions of consumers across the country. As part of the association, prominent social media stars who have garnered mass followers, continue to entertain their fans through their unique and engaging content.
Some of the talented creators that are being featured include Jaydeep Gohil aka Hydroman, a mechanical engineer from Rajkot who is also India’s first underwater dancer, Avneet Kaur, a budding reality TV star and actor and Yuvraj Singh aka Baba Jackson, a popular dance sensation who is much-admired for his imitation of Michael Jackson’s moves. Within 48 hours, the videos have got an overwhelming response from the netizens, leading to 2.7 million engagement on social media.
PepsiCo India senior director and category Head- foods Dilen Gandhi said, “We recognise the power of talented creators who bring differentiated content and formats to seamlessly connect, entertain and engage with the consumers. The heartwork campaign has touched millions of people across the country through authentic storytelling. In the recent leg of the campaign, we wanted to reach out to a pool of talented content creators who are constantly engaging and entertaining their audiences through their creative brilliance. We are glad to work with such creators and believe their talent will take them places irrespective of the platform they chose to be on.”
Recently, LAY’s got leading singers and artists including Neha Kakkar, Jassie Gill, Dhvani Bhanushali, B-Praak, Shehnaaz Gill to share their renditions of the #Heartwork ode in support of the initiative and to applaud the efforts of the unsung heroes.
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.
