Ad Campaigns
Barbie’s ‘Power Of Play’: Mattel, BBDO remind parents
MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part of the You Can Be Anything brand campaign.
“Barbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity, said APAC Marketing director Andrea Vitali.
Unlike in the western markets where Barbie has had decades of heritage, in Asia the campaign needed to show, not tell, millennial Asian moms the positive benefits of imaginative play that their daughters could develop when the play with Barbie. The centrepiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.
“Building on the global success of the Cannes Lion awarded global campaign ‘Imagine the Possibilities’ we worked with BBDO Asia to develop an engaging video that we hope will connect with moms while communicating the values of our brand,” Vitali added.
The campaign will launch across social and video platforms across Asia, including Facebook, WeChat, YouTube, and Weibo. In addition to the core video, the campaign will be supported by social-by-design content including snackable video, animated gifs and additional images to drive to e-Commerce. The campaign goes live on 25 October 2016.
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.
