Ad Campaigns
Akshay Kumar extends sanitation drive by associating with Swachh Bharat Mission
MUMBAI: Bollywood actor Akshay Kumar has joined hands with Indian government’s cleanliness initiative Swachh Bharat Mission (Grameen) and launched a new campaign.
The campaign was launched at a Collectors Convention for Toilet Technology organised in Delhi and focuses on promoting the twin pit toilet technology in rural India, and also features actor Bhumi Pednekar along with Kumar.
In his welcome address, Ministry of Drinking Water and Sanitation secretary Parameswaran Iyer spoke about the contribution made by Kumar to the Swachh Bharat Mission. He said that right from his movie, Toilet Ek Prem Katha, which was seen and appreciated by rural and urban people across the country, to his participation in the twin pit toilet advertisement campaign for the Swachh Bharat Mission, Kumar has been a strong supporter of the sanitation movement underway in the country.
Kumar interacted with Swachh Bharat Mission officials, district collectors, communication experts and members from the media on the occasion. During his interaction, he spoke about the need for influencers of society to talk freely about toilets, and empty toilet pits around the country to destigmatise cleaning of one’s own toilet by members of the family itself.
The district collectors and field officials, during the interaction, spoke about the power of women in leading the sanitation mission in rural areas, and the role played by the movie, in leading this behaviour change. It was also announced by the ministry of drinking water and sanitation on this occasion that the producers of Toilet Ek Prem Katha have given rights to all state and district teams of the Swachh Bharat Mission (Grameen) to screen the movie in villages on a non-commercial basis.
The twin pit toilet technology was invented in India and is the most well-suited toilet technology for rural India, and is recommended by Government of India and the World Health Organisation. It is scientifically proven that a pit in a standard twin-pit toilet model fills up in roughly five years for a 6-membered family.
The states are continuously encouraged by the Swachh Bharat Mission (Grameen) to include awareness generation about the above facts as part of their grassroots information, education and communication (IEC) efforts.
The advertisement campaign launched is an effort, supported by the World Bank, towards encouraging this technology using mass media.
The advertisement will be translated in several regional languages including Hindi on television channels.
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.
