Ad Campaigns
Diageo India fuels road safety with Tab Lab rollout across all Goa RTOs
MUMBAI: In a move that blends digital grit with civic sense, Diageo India has extended its ‘Wrong Side of the Road’ (WSOTR) initiative across all seven Regional Transport Offices (RTOs) in Goa. The latest Tab Lab, launched at the Panaji RTO, was inaugurated by the Goa CM Pramod Sawant, making it a full sweep for the initiative across the state.
The initiative, driven in partnership with Bharatcares and the Directorate of Transport, brings interactive, tech-enabled driver education to life. Targeting drink driving behaviour, the programme uses real-life simulations to highlight the harsh consequences of unsafe driving. Each Tab Lab delivers a mandatory 45-minute immersive experience to all new driving licence applicants. These modules include behavioural assessments and interactive films designed to simulate the dangers of driving under the influence.
“We congratulate and thank Bharatcares and Diageo India for implementing this CSR project”, said Sawant at the inauguration. “This small step will have a long-term impact in reducing accidents. No licence will be issued or renewed without watching this film”.
The Panaji launch brings the number of WSOTR Tab Labs in India to over 70, bolstering Diageo’s goal of sensitising one million people to responsible driving by 2030. The initiative falls under the company’s broader ‘Spirit of Progress’ ESG framework.
“Changing attitudes is key to addressing the root causes of drink driving”, said Diageo India head of corporate relations Devashish Dasgupta. “With our partners at BharatCares and support from the Goa government, we are scaling WSOTR to equip drivers with the awareness they need to make responsible choices”.
Bharatcares AVP – social impact programs Abhishek Tyagi echoed the sentiment, “Through initiatives like the Tab Lab, we are fostering a collective effort to build safer, more responsible communities”.
The WSOTR campaign isn’t just about ticking compliance boxes. It’s a behavioural nudge wrapped in immersive tech—a civic reset disguised as a touchscreen.
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.
