Ad Campaigns
Ghadi tackles vaccine hesitancy in its latest ad film
MUMBAI: India launched the world’s largest Covid-19 vaccination programme on 16 January 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines continues to pose a substantial threat to the spread of the pandemic. Ghadi decided to do its bit, as a responsible national brand, to tackle these rumours and fake news through a hard-hitting film that delivers the message simply and effectively.
‘Teeka Umeed Ka’ (A vaccine of hope ) is a clarion call from the detergent brand that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but to encourage people to overcome vaccine hesitancy and get inoculated, said the brand.
The film was directed by Pradeep Sarkar, and scripted and executed by ADK-Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group.
Speaking about the initiative, RSPL joint managing director, Rahul Gyanchandani said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”
Elaborating on how the campaign has fared, ADK-Fortune Communications VP and ECD Nakul Sharma, commented, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”
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.
