Ad Campaigns
SonyLIV’s new short film ‘LUTF’ teaches to live life to the fullest
MUMBAI: There’s a saying that goes, "You can't buy happiness, but you can buy ice cream and that is pretty much the same thing.” Meghna (Mona Singh), lived by this thought since childhood. Ice creams weren’t just her favourite dessert but rather a way of life until it all changed one fine day. How? On 10th October – World Mental Health Day, the entire world talks about raising awareness and mobilising efforts in support of mental health. And, keeping this as the key driver, Mona Singh’s character Meghna beautifully captures the issue and creates awareness through a short film titled ‘Lutf’, a unique tale all set to premiere on SonyLIV.
Directed and written by Pratish R Nair, Lutf stars a powerful ensemble of actors like Mona Singh, Vinay Pathak, Luke Kenny, Usha Nadkarni and Sucharita Tyagi in prominent roles. Keeping ice cream as a metaphor, this 30-minute short film celebrates life in all its nuances and oddities. The film revolves around Meghna Joshi (Mona Singh), a woman and a fear that shadows her life. As she struggles to balance it out with her husband Ravi Joshi and her family, her therapist Dr Vipul Agarwal (Vinay Pathak) enters and adds another twist. Is it a happy ending? To know more watch the short film streaming on SonyLIV on 10 October 2019 to find out.
SonyLIV head content, partnership and new initiatives Amogh Dusad said, “At SonyLIV, our aim is to always push the envelope and bring unique and unheard stories for our viewers, ‘LUTF’ is one such story. The short film addresses the nuances of mental health and we are happy to showcase a story which captures life’s hardships with ease. The movie also gives out a message to viewers on the content they can expect on SonyLIV. We hope the audience enjoys ‘LUTF’ like all the other content on our platform.”
Actor Mona Singh said, “‘LUTF’ conveys a very simple truth about life that intrigued me enough to come on board for this film. There is a lot more scope of experimenting with content nowadays and I am happy to be a part of it. As a person, I do believe in living life to the fullest despite what comes my way, so I could connect to the character of Meghna better.”
Actor Vinay Pathak said, “It’s always refreshing for an actor to try out new roles and ‘LUTF’ gave me one such opportunity. Within the limitations of time, the film gives out a very subtle message on life and its situations. I hope the audience has as much fun in watching it as we had while filming it.”
Actor Luke Kenny said, “As an actor, I have always wanted to explore different roles that can inspire the audience in some way. I am glad our message will reach out to a larger audience through the platform on World Mental Health Day.”
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.
