Ad Campaigns
FreshToHome targets all things ‘Kal ka’ with its ‘Totally Fresh’ campaign
Mumbai: As the IPL season resumes for its second leg, a Bengaluru-based meat, fish and fresh produce e-tailer FreshToHome has launched its new campaign “Totally Fresh” to nudge consumers to adopt a fresh way of buying fish and meat.
Conceptualised by Ogilvy’s renowned ad maker Piyush Pandey, the campaign comprises twelve unique ads to create a multiplicity of delivering the message of ‘freshness’, which will be aired in eight regional languages to create an impact during the IPL matches, said the statement.
The campaign idea is rooted in a strong cultural insight of where anything stale or old is referred to as ‘Kal ka’ colloquially. Through the campaign, the brand brings to life its core of fresh, chemical-free products sourced directly from farmers and fishermen.
The ad films show young couples engage in fun banters replete with quick repartees, sometimes subtle sometimes over the top, but all done in good humour. At the end of every banter, they concur that the freshest idea is the one enabled with FreshToHome meat and seafood.
“By coinciding with the IPL, our campaign encourages everyone to opt for fresher methods of cooking fish & meat dishes and enjoy the relishing wholesome meals with our range of fresh products,” said FreshToHome CEO and co-founder Shan Kadavil.
“FreshToHome is about fresh products. Our advertising has chosen to be fresh with relatable people who share a relatable, fresh and healthy relationship,” added Ogilvy executive chairman Piyush Pandey.
Launched in 2015, FreshToHome, expanded its India operations and extended its services to Chandigarh, Panchkula, and Mohali earlier this month, after gaining ground in Bengaluru, Tamil Nadu, Kerala, Hyderabad, Pune, Mumbai, Delhi/NCR, and Jaipur.
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.
