Ad Campaigns
Alt plays smart with new campaign: ‘Zugzwang-Proof Your Portfolio’
MUMBAI: Alt has rolled out its latest digital-first brand campaign, ‘Zugzwang-Proof Your Portfolio’, featuring the youngest world chess champion Gukesh D. This innovative campaign draws parallels from the game of chess to build awareness on the importance of portfolio diversification for long term wealth generation and the role played by alternative investments in building a well-diversified portfolio.
In chess, zugzwang (German for “compulsion to move”) describes a situation where a player is at a disadvantage because they are forced to make a move wherein any legal move that they make in this position would further worsen their situation, often leading to a loss or significant disadvantage.
Similar zugzwang situations could also arise in any investor’s financial investments. When an investment portfolio relies entirely on only one asset class, it is left exposed to market volatility and potential zugzwang situations during unfavorable conditions. The film brings this concept to life by portraying these potential zugzwang situations in investments and how portfolio diversification into alternative assets can avoid them.
Gukesh takes center-stage in the film, demonstrating how preparation, foresight, and a multi-faceted strategy are equally critical for success in both chess and investing.
Commenting on the campaign launch, Kunal Moktan, co-founder, Alt said, ‘‘We are excited to feature chess prodigy Gukesh D in our latest digital campaign. The campaign aims to educate investors at all levels about the advantages of building a well-balanced portfolio by leveraging private market alternative assets like commercial real estate, AIF funds, REITs, and private credit. Gukesh’s journey is proof that thinking ahead changes the game, and that’s exactly what we at Alt want to help investors do.”
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.
