Ad Campaigns
Godrej Appliances eases your need for fresh veggies
MUMBAI: Godrej Appliances has launched the Godrej Edge Duo Refrigerators, a first-of-its-kind single door refrigerator with a separate drawer for vegetables, in the Indian market.
Surveys revealed that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40 per cent of the time, leading to significant cooling loss which impacts food preservation, and leads to higher energy consumption.
To introduce this product, the company released a film conceptualised by Creativeland Asia and directed by Prashant Issar from Tubelight films, which takes the promise of ‘Soch Ke Banaya Hai’ further.
Since the refrigerator is at the heart of every kitchen, the film is set up in a household kitchen. In India, it doesn’t matter if you are vegetarian or non-vegetarian, each family consumes vegetables almost daily. The film begins with a concerned grandmother played by Ratna Pathak Shah, who is seen complaining to her daughter-in-law because when she opens the refrigerator door, she finds no vegetables. The grandson responds by opening the separate veggie drawer, filled with fresh vegetables. He tells his grandmother that now with the new Edge Duo Refrigerator, they keep the vegetables separately — this leaves the grandmother speechless.
Godrej Appliances marketing head Swati Rathi says, “As an organisation, Godrej has always endeavoured to push the envelope. We are constantly innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services. The new commercial brings alive the core USP of the new refrigerator.”
Commenting on the film, Creativeland Asia chief creative officer Anu Joseph adds, “Here was another thoughtfully made appliance from Godrej. A refrigerator with a separate vegetable drawer – a much needed innovation that no one else thought of. We just wrote a really nice, short and insightful story around the innovation and cast the right people.”
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.
