Ad Campaigns
Absolut Glassware launches its all new pride campaign “Be an #AbsolutAlly”
Mumbai: The brand has always believed in a world without biases and promoted inclusivity and diversity, which lie at the core of its principles. As a testament to its philosophy, the brand has supported the LGBTQIA+ community for over 40 years, encouraging individuals to express themselves freely. This pride month, Absolut Glassware launches its first ever Pride campaign in India – ‘Be an #AbsolutAlly’.
The campaign was developed following in-depth interactions with diverse people from within the LGBTQIA+ community in India to understand their lived experiences, stories and perspectives. This was further aligned with a deeper cultural and digital scan. The big learning from the research was that despite progress being made on the legal front, little has changed at the societal and familial level for the community. Even though there is some representation in pop culture, there is still a fair bit of ignorance towards the realities of queer people in India. Hence, the need to sensitise cis-het people and enable them to be stronger and more trustworthy allies of the LGBTQIA+ community became the need of the hour. Therein, the idea of being an #AbsolutAlly was born.
The campaign has been co-created with 10 voices chosen from across the LGBTQIA+ spectrum including names such as Dutee Chand, Durga Gawde, Patruni Sastry, Jay Anand, Alex Matthew, Aniruddha Mahale, Maitrayanee Mahanta, Anwesh Sahoo and Anjali Lama. It features their own real-life stories narrated by them in a candid fashion, covering topics such as family acceptance, the usage of pronouns and other assumptions and stereotypes that the community often faces. Additionally, the campaign features personal anecdotes to highlight instances where they felt a lack of support and the absence of a strong ally in their life.
An important aspect of the #AbsolutAlly campaign is to walk the talk and create a meaningful impact for the community in the club and bar ecosystem that the brand inhabits. To manifest this, Absolut Glassware has collaborated with Mr Bartender & The Crew, India’s first bar academy for women (especially those from less privileged backgrounds, victims of human trafficking, and ex-prison inmates) and members of the LGBTQIA+ community, to create safe spaces through sensitization workshops across the country. This initiative kicks off in January 2023 and aims to be an on-going program targeting 100 bars in its first leg.
Absolut Glassware is also conducting Pride nights in key metros Delhi, Mumbai, Goa, Gurgaon, Chandigarh, Hyderabad, Bangalore and Kolkata. The intent is to celebrate members of the LGBTQIA+ community and their allies. The brand aims to make the nights memorable and celebratory with drag performances and artists from the community.
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.
