Ad Campaigns
API and Dr. Reddy’s conclude ‘Acidity-Free Life’ campaign
Mumbai: The Association of Physicians of India (API), a professional body of consultant physicians formed in 1944, in a joint effort with Dr. Reddy’s Laboratories Ltd, a global pharmaceutical company, concluded its unique ‘Acidity-Free Life’ campaign by declaring 9 January as ‘World Acidity Day’, a first-of-its kind day dedicated for awareness on acidity. The day also marks the birth anniversary of Dr Soren Sorensen, a Danish chemist, who introduced the concept of pH as a convenient way of expressing acidity.
The ‘Acidity-Free Life’ campaign commenced in June 2023 with the launch of a logo for ‘World Acidity Day’, selected by 50,000 plus doctors from India. As part of the campaign, API and Dr. Reddy’s partnered with Indian Railways and Indian Railway Catering and Tourism Corporation (IRCTC) and educated over 10 lakh commuters through distribution of physical and digital informational material on the health hazards associated with acidity and ways of managing it. The campaign was concluded with the unveiling of sand art installation of ‘World Acidity Day’ symbol crafted by Padma Shri awardee Sudarsan Pattnaik at Puri beach, on 9 January 2024.
SCB Medical College, Cuttack professor and former HOD, and Indian College of Physicians (API) Vice Dean Dr Jayanta Kumar Panda said: “Acidity is highly prevalent in India, leading to serious health issues. While every one of us has felt the discomfort of acidity in our daily lives, yet it remains a less-discussed topic. Early detection of the problem, controlling the reflux and timely treatment can prevent ulcer, bleed and even cancer. Through our campaign, we are happy to discuss the alarming acidity burden in India and educate people around us on the risk factors associated with acidity and how early diagnosis and treatment will help in averting health issues, by declaring a dedicated day for acidity awareness. We are also happy to partner with Dr. Reddy’s who has a legacy of 32 years in acidity management in India, for the campaign. Starting this year, the ‘World Acidity Day will be commemorated every year on January 9. So, let’s resolve for a healthy lifestyle, early and effective management on this World Acidity day.”
Acidity has become a prevalent health issue due to modern lifestyles and imbalanced diets, leading to various health complications. According to a 2021 survey in India, about 32 percent of adults aged 30 to 44 years old reported having acidity and indigestion problem. Acidity and indigestion were seen to be higher among older adults and seniors.
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.
