Ad Campaigns
Flipkart and The New Thing launch Thumbs Appa campaign
Mumbai: Based on the comedic reality that dad’s never fail to reply to every text with a thumbs-up emoji TNT’s latest campaign for Flipkart aims to turn the most underwhelming response from appa into the most sought-after one this Father’s Day.
With a CTA of ‘Impress your Appa with his own Thumbs Appa!’, the campaign broke with a hilarious film featuring a dad who owns up to every thumbs up they’ve ever sent. Stating that he knew all along that Flipkart would launch a campaign where you could exchange all these thumbs ups for big tickets for father’s day gifts. “Appa ke thenga unko gift denga”.
To participate, simply screenshot every thumbs-up emoji you’ve ever received from your father and either DM it to Flipkart on Instagram or reply to the pinned post on their X. Entrants who share the most screenshots stand a chance to win big ticket prizes like a smartphone, smart TV and a luxury watch.
On the inception of Thumbs Appa, Flipkart senior director, marketing & media Pratik Shetty said “At Flipkart, we believe that every occasion is an important opportunity to connect and celebrate with our customers. This Father’s Day, we took something as simple as a thumbs up emoji – which is a father’s unique way of expressing love & support and turned it into a fun and engaging contest, the
Flipkart Thumbs Appa! We’re thrilled to see how many thumbs-up our customers sent us and made this Father’s Day extra special for all the Appas everywhere by winning exciting gifts.”
The New Thing co-founder Viren Noronha added “After extensive research i.e. going through our own chats with our dads, the insight put the pain in painfully obvious. 7 out of 10 dads’ default reply to your every text will always be the thumbs up emoji. ‘Happy Father’s Day!’ thumbs up emoji. ‘I got a promotion’ thumbs up emoji. ‘I made an ad about you!’ thumbs up emoji. We just asked a simple question- how do you turn the most underwhelming response into something amazing, for dad’s themselves. Voila. Thumbs Appa!”
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.
