Ad Campaigns
Digital Lending Startup, RING, launches new campaign
Mumbai: RING, the consumer-first digital payment app from the founders of Kissht, launched its latest marketing campaign: “Sapnon ko RING karo”. The digital video campaign (DVC) adopts a direct approach towards resonating with Gen-Z and millennials through a catchy rap. The video focuses on the multifaceted personalities of the new age generation who are breaking norms while being financially independent. RING weaves in the messaging of how the brand is making their dreams come true by empowering them to make quick financial decisions and take a steep dive towards their future. The DVC is expected to create a lasting impression among its core target audience, building on the recent success of its Women’s Day campaign: “Desh ka Aina- Life in her pocket”
“Sapno ko RING karo” is designed to create a positive perception of credit in India, and fuel independence among the ambitious population of India. The context of the narrative is set at the very beginning with the message, “The story of the young, the restless, the dreamers, and the doers”. The video then follows a neon aesthetic set to a Hindi rap tempo, interspaced with short recreations of real success stories of Gen-Z and Millennials from diverse backgrounds. A total of six stories are depicted, including a chemical engineer who is an aspiring writer, a college dropout who is an aspiring chef, a call-centre agent, a techie who is a travel blogger, a nurse who is a rapper, and someone who is still figuring out what to do. The tone of these short story segments is kept more affectionate yet fun, and most importantly, relatable; allowing viewers to connect more closely with these individuals.
RING’s borrower profile has revealed that Gen-Z and millennials are not risk averse and have adopted credit positively to fulfil their needs and wants. The DVC encourage the generation to trust in their own skills and passion rather than sticking to the beaten path. The very first line of the DVC strikes a chord with the young aspirational class and echoes in their mind with “We Dream, We Believe, We Hustle”.
Shwetha Iyer said, “We are thrilled to announce our latest campaign, Sapno ko RING karo. We pride ourselves on understanding our customers deeply and this video is intended to capture the aspirations of the young and the restless. Fintech in India has come a long way in terms of making credit accessible to the underserved population, especially millennials who contributed to nearly 50 per cent of digital lending transactions in India. Through our customer surveys and VOCs, we hear heartening stories of how our loans have helped people. We wanted to bring these stories alive through a relatable, slice-of-life approach, depicted in an edgy manner”.
RING has maintained engagement with its users as a top priority since its founding in 2022. The Sapno ko RING karo campaign is just the latest effort in its continued commitment to connect, empower, and encourage the aspirational youth of India.
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.
