Ad Campaigns
Ariel marks Women’s Day with Captain Marvel screening for all the Superwomen
MUMBAI: This Women’s Day, Ariel partnered with PVR to host a special screening of the movie, Captain Marvel. Ariel’s latest campaign Sons #ShareTheLoad emphasises on the need for sons to #ShareTheLoad when it comes to household chores. This partnership encourages all men (sons and husbands) to treat their Supermoms and Superwives to a superhero movie, Captain Marvel, because they will #ShareTheLoad and do household tasks together.
Popular television actors and real-life couple – Ravi Dubey, Sargun Mehta along with Ravi’s Mom Sudha Dubey were present at the special screening in Delhi and even interacted with consumers, bloggers, and media. They emphasised on the need for gender parity in a relationship and having an equal household. Sargun and Ravi also thanked Ravi’s mom Sudha for instilling in him at a young age the importance of doing household chores like laundry and cooking hence enabling them to be a Super Couple today as they #ShareTheLoad.
Ariel also invited men to record a personal message for their Superwoman, which Ariel will send out on their behalf. To further normalise men doing household chores like laundry, Ariel has put up eye-catching installations at PVR theatres across Delhi and Mumbai. A special screening has been arranged in both cities for Ariel’s #MyCaptainMarvelous online-contest winners, bloggers and other marvel enthusiasts. The men in the audience were also taught how to do laundry, so they can go back home and #ShareTheload – EVERYDAY!
The newly-released edition of #ShareTheLoad raises yet another pertinent question in the direction of household inequality – Are we teaching our sons what we are teaching our daughters? The film that urges mothers of today’s generation to raise a generation of equals has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India. The film that released on 24 January 2019 garnered 25 million views in 1 month, and they have just begun! Ariel continues to have this conversation by making laundry the face of the movement against inequality within households, because with Ariel, anyone can get best results no matter who does the laundry.
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.
