Ad Campaigns
Cello’s mother-daughter campaign strikes an emotional chord
MUMBAI: The new ‘Main aur Maa’ film released by home ware brand Cello has set the digital space abuzz. The film tugs at viewers’ heartstrings with its portrayal of a mother’s unconditional love for her daughter. Hitting all the right emotional chords, it builds around the theme of ‘Companion for Life.’
The digital brand campaign has been conceptualised and executed by Eggfirst Advertising.
Cello World director Gaurav Rathod says, “Since conception, Cello as a brand, has been the torch-bearer for the woman of substance. As India gallops towards the new, mobile internet-driven scheme of things, certain things will forever remain unchanged, foremost being the transcendent mother-daughter bond. The film has beautifully captured the myriad nuances of the bond.”
Eggfirst Advertising SVP Ashish Banka adds, “Home ware communication we have witnessed so far, doesn’t cross certain boundaries. Taking a cue from today’s generation – people have gotten busy with their individual lives, while letting crucial relationships flounder and stagnate; most young people do not realise the value of key relationships in their lives – this gave us an opportunity to bring to the fore the concept that there still exist relationships that are living embodiments of a ‘Companion for Life’. We have envisaged Cello as the quantifiable equivalent of a trusted companion in the modern woman’s hectic life, the one companion that will never fail her even when the pace of life gets too hot to handle. The film showcases a sublime emotion- the selfless love of a mother for her daughter.”
The video has already touched half a million views on both Facebook and YouTube combined, within a span of four days.
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.
