Ad Campaigns
Aprilia shows two can have fun on its bike
MUMBAI: Staying with the idea of fun being integral to its product’s personality, Soho Square Mumbai has created a new campaign for Aprilia to launch its latest bike SR 125.
The SR 125 bike is especially designed for Indian riding habits where bikers often ride with a pillion passenger. A host of features like longer seats, raised grab handles, 125cc engine and 14-inch wheels make it an enjoyable ride for two.
The ad campaign, led by the TV commercial, takes us on a fun ride where eccentric characters find their fun-twin while riding the bike. Two superheroes, retro kings and beat-boxers are seen in pairs grooving to a hip track as they ride the new bike together. It’s an interesting approach that aims to stand out amidst other similar category advertising and appeal to the young consumers.
Soho Square Mumbai, the creative house behind the idea, has created the integrated campaign involving TV, print, outdoor and digital communication around the idea.
Soho Square Mumbai executive creative director and creative head Anuraag Khandelwal says, “We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations.”
Commenting on the objective behind the film, Piaggio CEO and MD Diego Graffi adds, “The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.”
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.
