Ad Campaigns
cult asks members to ‘do nothing’ this National Lazy day
MUMBAI: In a world that celebrates “rise and grind,” cult is pressing pause, literally. This National Lazy Day, the brand has launched a playful yet purposeful campaign, ‘cult Do Nothing Class’, to spotlight an often-ignored truth in the fitness conversation: real progress needs rest.
The campaign is built on a simple insight that while people are increasingly tracking their workouts, steps and personal bests, far fewer take time to recover. They tend to ignore the fact that recovery is when the body actually repairs, adapts and grows stronger. With the ‘cult Do Nothing Class’, the brand is turning the spotlight on intentional rest, positioning it not as a break from fitness, but as a crucial part of the journey.
The brand film opens inside a cult centre, where members arrive ready for their usual high-energy group workout. Instead, they walk into hammocks, bean bags and trainers in loungewear. No warm-ups, no squats, no burpees. Just breathing, sipping tea, relaxing in massage chairs or quietly unwinding. This is accompanied by cheeky signages like, “We’ve put a hard limit on effort today”, “Shoes off. Rest on” and “Unleash your chill.”
cult head of brand marketing Siva Kumar Pedhapati said: “Fitness today is often linked with action, intensity and achievement. But recovery is equally important. That is where the real growth happens. With this campaign, we wanted to remind people that rest is not laziness, but an essential part of progress. We hope that it encourages individuals to embrace balance in their fitness and wellness journeys.”
The phygital campaign came alive not just online, but in cult centres across Bengaluru, Delhi, Mumbai and Hyderabad. Around 1,000 members in 30 centres took part in the ‘cult Do Nothing’ classes, swapping their regular workouts for light, mindful movement and guided relaxation
This campaign quickly sparked social conversations, gaining momentum online as influencers joined in, lauding cult for challenging the conventional ‘always-on’ fitness narrative and reinforcing the importance of reset and recovery as an essential part of a sustainable fitness journey.
By leaning into the irony of “celebrating” Lazy Day, cult aims to start a larger conversation in India’s always-on culture, especially among urban professionals who live in high-pressure environments, about why rest is as important as repetitions.
“Progress and community are at the heart of cult, and we’ll continue to drive conversations that challenge fitness stereotypes and celebrate movement,” Siva said.
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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.
