Ad Campaigns
Belgian Waffle Co stirs up National Waffle Day with #WhatsYourDrill campaign
MUMBAI: The Belgian Waffle Co is flipping National Waffle Day on its head this year. No more boring 1 August – the company has rescheduled it to the third Wednesday of July, with this year’s big day falling on 16th July. And as ever, they’re pulling out all the stops with a pre-buzz campaign that’s as playful as their menu.
Enter #WhatsYourDrill, a campaign that taps straight into the brand’s fanbase’s obsession with their waffle rituals. Fans are asked to share their National Waffle Day plans – or rather, their ‘drills’ – in a bid to turn a humble date shift into a nationwide cultural moment. But here’s the twist: The campaign kicks off with a cheeky hoax – National Waffle Day is Cancelled! Cue panic from waffle lovers, before the big reveal: “Nope, it’s just rescheduled, folks!”
“As we celebrate 10 incredible years of The Belgian Waffle Co, National Waffle Day holds even greater significance for us this year. What began as a single-store idea has now become a national movement across 660+ stores, bringing smiles to millions every day.
Day is not just a day— it’s a celebration of our loyal community, our partners, and the culture we’ve built together. As India’s largest waffle brand, we remain committed to expanding access to quality desserts while staying rooted in innovation, consistency, and customer delight,” said The Belgian Waffle Co executive director and CEO Ankit Patel.
This tongue-in-cheek fake-out set the stage for the full-scale campaign, which is all about intrigue, humour, and pulling fans deep into the waffle web. Highlights include ‘Mission Announcement – The Gimmick,’ where all orders – both online and in-store – came with “classified” mission slips and 3D glasses that, when worn, revealed the new date: 16 July. How’s that for immersive?
Some meme that created a wave for the campaign:
Meanwhile, loyal fans received ‘Post Office Mission Letters’ and were inducted as Waffle Lieutenants, tasked with spreading the word. On the digital front, influencers will hijack timelines to show how they’re prepping for the big day.
On 16 July, all Waff-wiches and Waffle Crisps will go for just Rs 100 at over 660 stores across 220 cities. It’s the kind of crispy celebration fans live for – and this year, it’s got that extra crispy zing.
#WhatsYourDrill isn’t just about waffles, it’s about turning a random Wednesday into a movement. So, what’s your drill for National Waffle Day?
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.
