Ad Campaigns
Shoppers Stop’s “Celebrating Sisterhood” campaign touches upon the true idea of an extended family bond
MUMBAI: With Raksha Bandhan round the corner, Shoppers Stop, India’s premier retailer through its latest campaign essays the true essence of the festival dedicated towards including our house help and caretakers into the family and celebrations.
A strong network of women working towards empowering each other is good for society as a whole. With urbanisation, nuclear families, and growing women workforce in India, both parents are working and staying out of the house for long hours. This has led to the rising dependency on the support staff to take care of and fulfill the needs of the child back at home.
Shoppers Stop’s latest campaign throws light on one such instance from everyday routine which holds true to the meaning of “Raksha” and could be celebrated aptly on the occasion of Raksha Bandhan.
“Celebrating Sisterhood” campaign pays a tribute to all the caretakers’ who take utmost care of the kids at home and ensure their safety, while their parents are away. The digital film with an emotional tone opens with the preparation of Raksha Badhan festival by displaying the thali with a diya, rice, roli-chandan, and a big rakhi. The film celebrates the strong bond of trust, solidarity, and care among the women in the house. The intricate details of an inter-personal relationship and camaraderie are aesthetically highlighted in the film. The little girl ties the rakhi on her caretaker’s wrist acknowledging the love and care given by her, just like a brother does for his sister.
Speaking on the campaign, customer care associate, chief of marketing & customer officer Uma Talreja said, “Traditions have taken on new meanings with the onslaught of social media. They have also become more inclusive and participative and are celebrated uniquely by individuals that find their own meanings in the tradition. Women lead celebrations in India, the campaign captures the spirit of women in different roles and includes the extended support system that helps women move ahead at home and careers both.”
As part of the ongoing effort to promote sustainable fashion, the ‘Celebrating Sisterhood’ campaign closes with the message to spread love and bring a smile to someone else by giving away their gently used clothes. The pre-used clothes collected will be contributed to NGO Goonj for its work with village communities. Goonj sends wearable clothes to underprivileged families to re-wear and its sorts out unwearable cotton/semi cotton fabrics for recycling it into reusable cloth sanitary pads and other articles like patchwork quilts and bags for rural communities. The making of these products also provides a livelihood to hundreds of women in rural communities. Shoppers Stop will also be making a monetary contribution to support Goonj’s work on the collected sarees for recycling.
The week-long campaign “Celebrating Sisterhood” has been rolled out across Shoppers Stop’s social media assets, Youtube channel, and multiple digital platforms from August 8 to August 15, 2019.
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.
