Ad Campaigns
ETMONEY launches India’s first tax rap ‘Tax Ka Bhoot’
MUMBAI: As Indians enter the last month for saving tax for this financial year, ETMONEY has launched a rap song featuring India’s newest dance sensation, TikTok star Yuvraj Singh, famously known as Baba Jackson and actor Biswapati Sarkar on the average Indian’s fight against the ‘Tax Ka Bhoot’ haunting their lives.
Available on YouTube as well as leading music streaming apps, the ‘Tax Ka Bhoot’ rap sung by Abby Viral revolves around relatable slices of an average taxpayer’s annual struggle and frustration of managing expenses and aspirations while paying taxes. The video also characterises the ‘Tax Ka Bhoot’ as a group of masked unnamed villains from a syndicate determined on troubling the average Indian with their nefarious ways of dismantling their efforts to save and live a good life. The video is conceptualised and produced by RVCJ Digital Media in partnership with the ETMONEY marketing team led by COO Santosh Navlani.
ETMONEY COO and head of marketing Santosh Navlani said: “Taking our tax campaign ahead in its final phase in run-up to 31 March deadline, we have launched India's first-ever RAP on Tax. The primary motivation to become financially savvy for our mobile-first millennial users is to "avoid the pain of tax deduction", and this led to the idea of the video that highlights the pains of Indian taxpayers & what they can do to avoid them.”
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.
