Ad Campaigns
Amitabh Bachchan & Priyanka Chopra replace Aamir Khan as ‘Incredible India’ brand ambassadors
MUMBAI: Bollywood stalwart Amitabh Bachchan and India’s new international face Priyanka Chopra have been named as the brand ambassadors for Government of India’s ‘Incredible India’ campaign, making it the first time that the government has appointed actors.
The endorsement agreement will be for a period of three years and the official announcement is likely to be made after 26 January.
To date, Bachchan has been the face of many social campaigns like Gujarat Tourism, Polio Eradication Drive, Hepatitis B etc. Chopra, on the other hand, has made leaps and bounds in her career in recent years. Apart from being applauded in the roles she portrays in Hindi films, she also made headway in Hollywood by debuting as the lead in ABC’s television series Quantico and is also the first South Asian actor to win the Favourite Actress in a New TV series award at this year’s People’s Choice Awards.
The duo replaces erstwhile brand ambassador Aamir Khan, who had been roped in by the creative agency working on the campaign – McCann Worldwide.
It may be recalled that Khan was in the eye of the storm late last year, over his ‘intolerance’ remarks, which were blown out of proportion as well as quoted out of context in the media. Khan was the face of the ‘Athithi Devo Bhava’ campaign for almost a decade.
Earlier this month, the Ministry of Tourism had denied removing Khan as ‘Incredible India’ brand ambassador in a statement. In response to media reports citing that Khan would no longer be endorsing the campaign in light of the ‘intolerance’ controversy that broke out late last year, the Tourism Ministry clarified that “there is no change in the stand of the ministry in this matter.”
The Ministry further clarified that at present it had a contractual agreement with creative agency McCann Worldwide to produce social awareness campaign and it was the agency, which had an agreement with Khan.
However, a senior bureaucrat Amitabh Kant, who was a key figure in implementing the campaign during his tenure with the Ministry of Tourism, earlier justified the government’s decision to remove the actor from the portfolio.
At that time, Khan, on his part, had said, “Whether I am brand ambassador or not, India will remain Incredible, and that’s the way it should be.”
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.
