Ad Campaigns
Arpan launches #ProtectedByPOCSO campaign
Mumbai: An alarming 50 per cent of children in India have experienced sexual abuse (MWCD 2007), with 182 new cases reported every day (NCRB 2022). As the rate of Child Sexual Abuse (CSA) continues to escalate across the country, Arpan launched an awareness campaign aimed squarely at child sexual offenders. The campaign seeks to educate the public on what constitutes CSA and highlight that sexual violence against children is neither acceptable nor tolerable. According to the NCRB 2022, 42 per cent of all crimes committed against children are sexual offenses.
The #ProtectedByPOCSO campaign delivers a powerful, unequivocal message: Child Sexual Abuse is a criminal offense – Stop Now or Face the Consequences. This campaign is a direct call to action, warning offenders that they will face severe legal repercussions under the POCSO Act (Protection of Children from Sexual Offenses, 2012), along with significant social consequences. Arpan aims to raise widespread awareness of CSA laws and protections, deter offenders, and ensure that they understand that they will be held fully accountable for their actions.
“We can no longer ignore the root of this grave issue. We must take proactive steps to prevent sexual abuse and protect children from harm,” said Arpan founder & CEO Pooja Taparia. “This campaign is not just about laws; it’s about making offenders understand that their actions will not go unnoticed. They will be caught, they will be isolated, and they will face severe legal consequences. Our children deserve to grow up in a world where they are safe, and the POCSO Act stands as a shield to protect them.”
Bollywood actress Vidya Balan, Arpan’s goodwill ambassador, expressed her support for the campaign, stating: “It’s time for all of us to come together and speak up for child safety. As an advocate for this cause, I stand with Arpan and the #ProtectedByPOCSO campaign because children deserve to grow up free from the fear of abuse. Offenders may try to manipulate or take advantage of children’s trust, but this campaign ensures that such heinous acts will not go unpunished”
The #ProtectedByPOCSO campaign was launched during Child Safety Week (14-20 November), with an extensive public outreach effort. In partnership with the Mumbai Metropolitan Region Development Authority (MMRDA), Thane Municipal Corporation (TMC), and Brihanmumbai Electric Supply and Transport (BEST), Arpan is displaying child safety messages across the Maha Mumbai Metro and Public Buses in Mumbai and Thane. Billboards in Vile Parle and Bandra, local trains on the Western Line, and Auto Rickshaws across the city are also showcasing the campaign. The campaign film is being shown in PVR theaters across Mumbai and is available on major OTT platforms, including Jio Cinema, Zee5, and MX Player.
In addition, schools in Maharashtra, Chhattisgarh, Goa, and Andhra Pradesh have joined the movement by displaying school uniforms on their main gates with the powerful message: All children in India are #ProtectedByPOCSO. Stop Right Now or Get Caught.
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.
