Ad Campaigns
Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency
Mumbai: Fulcro, announced its entry into the mainline communication space through their new company, Fulcro Communications. The move comes after they onboard mainline industry young talent to bring creative firepower and build a completely independent business unit that would compete with the best mainline agencies out there.
Fulcro has always been a disruptive agency, they yet again prove it by reverse integrating the integrated agency structure. In a perfect world mainline agency have forayed into digital through partners, Fulcro takes a disruptive step of integrating mainline into digital integrated ecosystem.
Commenting on the move, Mr. Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “When the world has moved onto a multi-screen experience, then why does mainline advertising have to be just a TV experience. The integration of Digital with TV was inevitable, we have just positioned ourselves as the ultimate hybrid, since we have a legacy of digital and now the creative brains of mainline.”
“In a digital first world, where ideas are born with a digital audience in mind, the lines between ‘mainline’ and ‘digital’ are purely imaginary. While mainline agencies have either acquired digital agencies or setup in house digital teams to stay competitive, it was time for Fulcro to add the mainline story telling might to its portfolio so as to be able to offer clients a real fully integrated service. We had always had best in industry strategy, planning, digital, technology and data capabilities, by adding world class mainline communications capabilities we complete our portfolio. This will give clients a nimble, digital first and cost competitive mainline offering that can compete with the best out there.” adds Mitter.
Fulcro communications, will be spearheaded by 3 seasoned advertising specialists, they bring together their young energy and over a decade of advertising experience
Akshat Trivedi, who brings in the storytelling expertise that he has proven through work on Saregama Carvaan, FOGG, Star TV, Cadbury Perk, Nutrela, Zeel Rainwear, ASUS, SBI Life insurance, Coverfox, TB awareness campaign and so on.
Brijesh Parmar, who has bagged a bagful of national and international awards including Cannes for his design, for work on brands like McDonalds, Bajaj Electricals, Tata Capital, Cadbury Eclairs, etc.
Jugal Kathuria leads the charge on the agency management and strategy front with experience across brands like Tata Sky+, Microsoft, FOGG, Aditya Birla group, Saregama etc.
The trio are moving steadfast towards a singular goal to make communication truly integrated, memorable and disruptive.
Currently, the new arm has been serving the needs of current clients of Fulcro, but soon they will be visible on the pitch block against some of the best in the industry. Fulcro has been in business with reputed Indian companies like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The integrated digital marketing and communication agency has been instrumental in creating innovative and effective marketing campaigns that synchronize the approach of the creative medium backed by technology and data. The parent company is dedicated to catering to the business needs of a brand in every aspect.
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.
