Ad Campaigns
Dhoni sings ‘Bole Jo Koyal’ in EMotorad’s viral e-cycles campaign
Mumbai: EMotorad dropped a new campaign that got MS Dhoni singing ‘Bole Jo Koyal’ while riding their e-cycle. The video is an ode to the meme that went viral in 2019, leaving Mahi fans in splits that featured a Mahi look-alike grooving to Bole jo Koyal. The brand wanted to bring the same meme to life, but this time, getting Dhoni to sing the song while educating customers about their e-cycles. A huge win for the internet.
In their latest ad campaign, MS Dhoni is riding a T-rex Air EMotorad e-cycle from their premium Desire range. The ad shows two animated koyals admiring Captain Cool and his brand-new ride while discussing the cycle’s features, such as its removable battery, 70-plus km range, and other specifications.
Sharing his insight on the campaign, EMotorad CMO Aditya Oza commented, “Our aim was simple. We wanted to bring the magic from memes and give MS fans something they were waiting for. MS was such a good sport and open to new ideas while doing something different! Infact, he is one of the very few who trolled his trollers and they loved it too! What an end statement for the entire thing. MS holds a special connection with this wildy famous song, and I too, along with countless fans, wished to see him synergise this once! We love the reactions and are thrilled to bring together two icons – Dhoni and the ‘Bole Jo Koyal’ song – in a way that celebrates joy, humour, the spirit of adventure, and our very own e-cycles. This turned out to be a ‘break the internet moment’ and partnering with Dhoni makes it even more special as we aimed to promote electric cycles in a fun way!”
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.
