Ad Campaigns
BHIM partners with CRY for ‘Meethi Diwali’ campaign
Mumbai: NPCI BHIM Services Ltd. (NBSL), a wholly owned subsidiary of National Payments Corporation of India (NPCI), has launched a campaign, ‘Meethi Diwali’, in association with CRY (Child Rights and You). The campaign aims to bring the sweetness of the festivities to underprivileged children across India by contributing a box of sweets for every ten transactions completed via the BHIM app.
The ‘Meethi Diwali’ campaign seamlessly integrates digital payments with a social cause, helping the BHIM app users to contribute to a meaningful initiative while enjoying the convenience of cashless payments. The campaign encourages the users to participate for the cause without altering their everyday behaviour, simply by using the BHIM app for their regular payments.
NBSL chief business officer Rahul Handa, said, “BHIM is keen on making a difference in the lives of people by promoting inclusion through digital payments and beyond. The ‘Meethi Diwali’ campaign guarantees every transaction is an act of kindness and spreads happiness. As we celebrate with purpose, we also take pride in strengthening India’s sovereign digital payment framework, building a future where technology and compassion go hand in hand.”
The campaign highlights the ease and security of BHIM’s UPI platform and let users contribute to a social cause that resonates with the ethos of Diwali—spreading joy, love, and togetherness. It features a captivating and colourful short film, reflecting the joy of giving in the festive season.
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.
