Ad Campaigns
Faasos launches ‘Soan Papdi Exchange Program’ to celebrate Diwali
Mumbai: Faasos, the flagship brand of Rebel Foods, unveils its unique campaign, ‘The Soan Papdi Exchange Program,’ to make this Diwali sweeter and more enjoyable. This innovative initiative aims to transform the common practice of re-gifting Soan Papdi into an opportunity for delicious meals, offering participants their favourite wrap instead.
As part of the campaign, Faasos invites participants to share their reasons for wanting to part ways with their Soan Papdi by filling out a simple Google form between 18-27 October. The funniest and most creative responses will win a free Faasos meal, with up to 500 winners announced just before Diwali. Faasos will deliver meals to the lucky recipients between 28-30 October.
“Diwali is about joy and togetherness, but we all know the amusing saga of Soan Papdi re-gifting. With this campaign, we wanted to tap into a fun cultural quirk and offer people a way to share a laugh and celebrate the festive season with something they’ll truly enjoy. At Faasos, we’re always looking for ways to connect with our customers in a light-hearted yet meaningful way,” said Rebel Foods, chief marketing officer, Nishant Kedia.
The Soan Papdi exchange program is promoted through various interactive mediums, including the ‘Dude with a Sign’ initiative, where people carry humorous signs in public spaces like train stations, university campuses, local trains, office complexes, and markets. The campaign generates engagement through a blend of newspaper advertorials, hilarious memes, interactive polls, and relatable videos, while cleverly crafted WhatsApp forwards in society and college groups amplify its reach. To boost excitement, influencers from the comedy world share their own Soan Papdi experiences on Instagram and YouTube, encouraging their followers to participate.
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.
