Ad Campaigns
Engage explores duality with Yin & Yang in latest campaign
MUMBAI: Fragrance brand Engage, from the house of ITC, has unveiled its first range of Eau de Parfum.
Engage has taken a bold step forward to redefine fragrance concepts inspired by the traditional philosophy of duality. Based on the principle that all things exist in contradictory opposites, Engage presents ‘Yin’ for the Engage Man and ‘Yang’ for the Engage Woman.
In a new television commercial for Engage Eau De parfum, the brand elucidates the dichotomy of love and the role of fragrances in creating passionate memories. The film directed by Whitelight film’s Subir Chatterjee and Namita Roy Ghose explores the arguments and friction that is inevitable in any romance but illustrates the core of intense love that binds one another with the promise of a new beginning because love will always find a way.
The TVC opens with a couple in the middle of an intense, passionate fight. The famous Leonard Cohen song ‘Dance me to the end of love’ serves as the perfect score for the crisp storytelling of separation and reuniting in an energetic interplay of Yin and Yang.
The philosophy defines that two opposites attract and complement each other. The symbol illustrates that each at its core has an element of the other. Designed as two halves, the glass perfume bottles and the packaging design also echo the concept of duality.
J Walter Thompson SVP and national creative director Tista Sen says, “Yin and Yang embody the very paradox of love. As poignant as a lovers’ quarrel, it is the perfume that helps the reconciliation. With a haunting music track and visual imagery that brings home the utter pain and longing of a lover’s anguish, the new range of EDP is the ultimate tribute in what brings lovers together. ‘Because love will always find a way’ captures the intensity, passion and opposing views of a young relationship with symbolism and fluidity that Engage the brand has come to epitomise with perfection.”
Engage Eau De Parfum is the most recent launch in the Engage portfolio. Available in four fragrances – Yin for Engage Man, Yang for Engage Woman, Femme and Homme, the fragrances are priced at Rs 499 for a 90 ml bottle.
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.
