Ad Campaigns
Collective Creative Labs and Liberty Shoes unite for a new campaign
Mumbai: Collective Creative Lab’s latest campaign for Liberty Shoes “Mera Joota Hindustani” captures the essence of Indian pride and ownership for Liberty’s latest launch of graphic sneakers. Rooted in the Swadeshi concept, this campaign resonates with an audience that has a strong preference for homegrown brands over international ones, a sentiment we’ve leveraged to great effect.
Set against the backdrop of Independence Day, the film showcases Liberty’s new range of shoes in a vibrant, celebratory environment. Collective Creative Labs has brought together people from various age groups, with a focus on the youth of India, to celebrate the rich diversity of cultures that make up our nation and the shared pride in being Hindustani.
Five artists MC Square, Riar Saab, Shilpa Rao, Karan Kanchan, and Killa K were brought onboard. The music, produced and composed by Karan Kanchan, is an infectious, groovy track that unites these talented musicians in creating a phenomenal song. Collective Creative Labs took the reins of this campaign’s creative production, crafting a visually striking world that embodies the India of today, leaving the audience with a powerful message: being desi is undeniably cool. Collective Creative Labs is the production arm of Collective Artists Network, India’s pop culture marketplace.
Collective Artists Network co-founder and chief revenue officer Sudeep Subash commented, “At Collective Artists Network, our mission is to be at the forefront of pop culture, and ‘Mera Joota Hindustani’ campaign is a perfect example of that. We ensure we’re not just creating impactful campaigns, but also utilising an entire flywheel of Collective offerings that will create a lasting impact for our brand partners.”
Liberty Shoes head of marketing Barun Prabhakar said, “Mera Joota Hindustani is more than just a campaign—it’s a celebration of our roots, our individuality, and the vibrant spirit of Indian youth. By blending new age instances with a strong Swadeshi narrative, we’ve crafted a campaign that resonates with a new generation, empowering them to wear their identity with pride. Working with Collective Artists Network has been a pleasure where we could package the entire project right from music, talents and creative production, all under one roof and create an impactful campaign.”
Collective Creative Labs business head Sanjana Jain explained, “Pop culture drives today’s marketing, and our recent Liberty Shoes campaign proves how creativity and cultural relevance can hit the mark. At Collective, we’re your go-to for all things pop culture, offering brands fresh and unique solutions that truly stand out.”
Prachaar Communications founder Rakshit Jain said, “Creating the ‘Mera Joota Hindustani’ campaign was a testament to the power of synergy. Collective Artists Network helped bring this vision to life by seamlessly integrating talent, music, creative production and execution. Partnering with Collective, we crafted a campaign that not only celebrates our Indian identity but also resonates with the youth in a way that’s truly viral.”
Director & DOP Nikunj Singh shared, “I envisioned an extravagant and celebratory piece that captures the spirit of our nation, where celebration serves as a unifying force amidst our diversity. Keeping this vision in mind during the conceptualisation phase, Collaborating with Collective Artists Network helped blend the finest elements with subtle quirks to breathe life into the project.”
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.
