Ad Campaigns
Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli
MUMBAI: Artimas Fashions Pvt Ltd and one8 by Virat Kohli have announced the official launch of one8 innerwear range today through e-commerce channels. The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents the Indian cricket captain Virat Kohli. The one8 innerwear has initially launched two ranges under, ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.
Artimas Fashions Pvt Ltd, a subsidiary of Lux Industries Ltd, is the official licensee for Indian cricketer Virat Kohli’s one8 innerwear collection. Having announced the tie-up with one8 in the previous year, the company has officially flagged off the brand on e-commerce today with a TVC campaign featuring Virat Kohli. This launch was planned post a year-long conceptualisation of marketing strategies and execution of the TVC to build better brand connect with the consumers.
Commenting on the launch of the innerwear products from one8, Kohli said, “I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort. As a sports person, I am extremely cautious when it comes to finding comfort both on and off the field. The same ethos has been carried forward into the entire range of innerwear. With this launch, we not only aim to revolutionise the industry but also intend to evolve identities synonymous with the brand.”
The brand offering has been thoughtfully created for a generation which is always on the move and believes in finding comfort in every situation. one8 innerwear’s marketing proposition primarily focuses on this aspect, where the brand is portrayed as the ideal representative of the restless youth. Staying true to brand philosophy, the subtle branding strikes a chord with the core messaging “Comfort for the Restless”.
Speaking on the occasion, Artimas Fashions Pvt Ltd MD Nischal Puri said, “It took us more than fourteen months to conceptualise and finalise the concept for the one8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icon for our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality. ”
“We are initially introducing the brand through e-commerce and we aim to launch it through physical retailers by next quarter. After tapping the innerwear market in India, we look forward to taking the brand international in the coming years,” he further added.
The men’s innerwear industry in India is marked at Rs 15,000 crore, out of which Rs 5,200 crore is dedicated to the middle and the premium market segments and one8 innerwear aims to position itself in this segment. With the initial market launch, the brand has unveiled its range through two collections, Edge and Gamewith prices starting at Rs 181.
Speaking on the occasion, Lux Industries Ltd senior vice president Saket Todi said, “We are extremely pleased and optimistic about the association with one8. We believe this association will not only redefine the industry but will also aim at evolving distinctiveness synonymous with the brand.”
Lux Industries Ltd senior vice president Udit Todi added, “With the launch of one8 innerwear range, we look forward to a better brand connect with the consumers. We hope to offer a brand which resonates the personality and ethos of the youth. We believe that it will become the most preferred brand in the premium category representing the youth of India.”
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.
