Ad Campaigns
Brand Harvest partners with Carbon Black Films to create LG’s brand campaign
Mumbai: In a strategic partnership, Brand Harvest, a leading brand strategy and design company, collaborated with Carbon Black Films to propel LG’s brand campaign to new heights. LG, renowned for its 125-year legacy as a specialist of hing production, takes a significant step to enhance its brand presence by introducing a new array of pure and blended spices.
Since its inception in 1894, Laljee Godhoo & Co has epitomized quality in every aspect of its hing production. Rooted in a deep respect for raw materials, LG’s journey resonates with generations of Indian consumers. This commitment to excellence is reflected in every part of the process, from sourcing to grounding and packaging, where world-class quality protocols and technology work in tandem to deliver the distinctive LG Hing flavour.
LG partner Riddhi Merchant emphasized, “Living up to this legacy is the single most important drive for the leadership team. When the idea of extending the portfolio came up, the most critical question was the ability to deliver the same level of quality the consumers of our Hing has been used to and more importantly the brand narrative has to carry the LG legacy forward. The company has literally evolved alongside Indian kitchen across generations.”
Drawing on over a century of expertise, LG introduces a diverse range of spices meticulously crafted to delight the Indian palate. Through extensive efforts spanning thousands of man-hours across India, the teams have worked to understand the unique Indian palate and taste. From sourcing premium ingredients to employing cutting-edge technology, each spice undergoes rigorous processes to ensure unparalleled flavor, aroma, and visual appeal.
The new lineup includes five pure spices – coriander, cumin, red chilli, Kashmiri chilli, and turmeric, alongside six blended spices – Garam Masala, Biryani Masala, Chicken Masala, Mutton Masala, Rasam Masala, and Sambhar Masala.
This expansion underscores LG’s commitment to play a pivotal role in Indian kitchens, fostering a renewed set of culinary associations. To maintain alignment with its rich legacy, LG collaborated with Brand Harvest Consultancy for consumer research, strategy, and brand design.
According to the founder of the agency Ram Gudipati, “It’s important that the expansion does not dilute the core attributes but rather strengthens the associations. To achieve this, a strategic communication has been planned for the launch. The story of India’s unique love for food, it’s mannerisms and expressions have been captured to bring alive the brand’s lasting cultural and culinary associations”
As per Carbon Black films director John Francis, “It was important to capture the emotions we choose to showcase a montage film capturing the essence of people relishing tasty food and that is akin to what LG stands for.”
Partner Hina Bimal, representing LG said, “LG always looks for high quality, raw materials sourcing, blending, processes, taste, and aroma. We are leaving no stone unturned to ensure that this new range of spices finds its place in the homes and hearts 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.
