Ad Campaigns
A winning aProCh at World City Awards Barcelona
BARCELONA: At the Smart City Expo, Barcelona – held from 5 to 7 November 2024 – an unknown organisation from Ahmedabad did India proud. aProCh-The Riverside Education Foundation walked away with the innovation award (which it shared with global giant Aramco) during the 2024 edition of the annual World Smart City Awards.
The annual World Smart City Awards is an international competition that seeks to recognise pioneering projects, ideas and strategies making cities around the world more livable, sustainable, and economically viable. A record-breaking 429 entries came in from 64 countries worldwide for the 2024 edition.
The innovation award, according to the World Smart City Awards, is given to to projects with the potential of contributing to the successful transformation, adaptation or response of cities to current challenges or others that may occur in the future.
aProCh, according to the jury, is a “groundbreaking initiative transforming cities into child-friendly spaces. By reclaiming and reimaging public spaces, it empowers children to be active participants, fostering physical, mental, and social development, creating a more inclusive and sustainable future.”
According to project head Kirit Zala, aProCh (a Protagonist in every child), the idea was born in 2007 as a community project in Riverside School, Ahmedabad to create a child friendly city where they could explore, have fun, opportunities in a safe environment. Various initiatives were designed and implemented – street smart, moving experiences, parents of the park, city on cycles, and city as my landscape through which children became sensitised towards cities and their role as emerging citizens of the future.
Today, it has spread across 13 cities in India and has impacted more than a million school children.
The project has more than 400 partners with citizens being involved directly. The Ahmedabad Municipal Corp is the main supporter for various aProCh initiatives.
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.
