Ad Campaigns
A boy is inspired to wash in HUL’s Comfort ad
MUMBAI: Comfort, with its latest campaign, takes a small step towards ‘breaking gender stereotypes’ that exist within the household, showing how a small step in the right direction, can often make a big difference in life.
A ‘small step’ in the right direction can end up making a ‘big difference’ in life – this is a familiar truth, with proverbs written in various languages alluding to it. The latest campaign from Comfort – ‘Chota Step, Badi Baat’ – looks to drive home this very message.
In the ad, a mother notices that her children are conditioned to think that laundry is something that only her daughter will have to learn. She astutely changes this mindset, by getting her son involved in the washing process, thus demonstrating that it is equally important for both the son and daughter to learn this.
Hindustan Unilever executive director – home care Priya Nair said, “One small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender.”
Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “The idea was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant impact on one’s clothes.”
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.
