Ad Campaigns
Air India and Supari Studios win the prestigious Webby Award
Mumbai: Air India and Supari Studios, the brand solutions division of Kulfi Collective, have won the Webby for Best Original Music (People’s Voice) in the advertising, media & PR category for their Republic Day campaign. A hattrick! This is the third time Kulfi Collective, via its brand solution division Supari Studios, has won at the Webbys; the only Indian network ever to have done so.
Hailed as the “Internet’s highest honour” by The New York Times, The Webby Awards is the leading international awards organisation honouring excellence on the Internet.
“Air India and Supari Studios have set the standard for innovation and creativity on the Internet,” said The Webby Awards general manager Nick Borenstein. “This award is a testament to the skill, ingenuity, and vision of its creators.”
“This recognition from The Webby Awards for Air India’s Republic Day campaign is an absolute honour! Winning three Webbys is an incredible achievement; a testimony to the deep insight and creativity of our Kulfi Collective team. We are proud to represent India on the global stage and will continue to push the boundaries of culture and storytelling with our brand partners,” added Kulfi Collective co-founder and chief creative officer Akshat Gupt.
For over a decade, Kulfi Collective via Supari Studios has led the way in crafting captivating and scalable content, embedded in Gen-next’s culture, conversations and communities. With an impressive portfolio of 500 plus projects garnering over two billion views, the award-winning division from the House of Kulfi Collective continues to redefine tomorrow’s landscape for leading brands worldwide.
Air India and Supari Studios will be honoured at the 28th Annual Webby Awards in New York City on 13 May, where winners will have the opportunity to deliver one of The Webby Awards’ famous 5-Word Speeches. Past 5-Word Speeches include: Steve Wilhite’s “It’s Pronounced “Jif” not ‘Gif’; NASA’s “Houston, We Have A Webby”; and SZA’s “The Internet Scares Me. Thanks.” Hosted by comedian Amber Ruffin (Late Night with Seth Meyers), the Webby Awards’ star-studded ceremony celebrates the best of the Internet.
Visit webbyawards.com to see Supari Studios’ hallmark five-word acceptance speech and follow @thewebbyawards on Instagram, Twitter, and YouTube to experience the 28 Annual Webby Awards and the Internet’s Biggest Night on Monday, 13 May 2024.
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.
