Ad Campaigns
Global campaign to engage youth in concluded UN’s Summit of the future
Mumbai: The United Nations Foundation recently launched Once Upon a Future, a global campaign calling on young people to engage in the Summit of the Future and join the millions of people worldwide taking action for our common future.
Hosted by the United Nations, the first-of-its-kind Summit brought decision-makers together with civil society and young people to reset and reboot global cooperation to better manage the risks and opportunities of the 21st century.
Once Upon a Future highlighted the stakes of the Summit for Gen Z and future generations, and amplified their calls for leaders to agree on the Pact for the Future — a new agreement that would strengthen the multilateral system to better help countries think, plan, and act for the future. The Pact addresses important issues ranging from peace and security to digital cooperation, to how we finance our development goals and better deliver for generations to come.
The Once Upon a Future campaign aimed to swap doom and gloom for optimism and hope for a better future, by asking the simple, yet powerful question: “What if we get it right?” Developed in partnership with award-winning creative agency Droga5, Once Upon a Future went beyond traditional tactics to create a compelling narrative designed specifically to engage a young, global audience. In addition to highlighting the voices and expectations of young people, the campaign also encouraged people to take small actions in their daily lives to help build a better future for all through the ActNow platform.
Once Upon a Future campaign utilised a suite of eye-catching graphics, animations, and video content to drive awareness and understanding around the Summit and its outcomes. Once Upon a Future puts young people at the centre, elevating their expectations and aspirations through user-generated content.
To engage young people — especially Gen Z — the centrepiece of the campaign was a youth-centric broadcast of the Summit developed in partnership with Droga 5 and produced by Tim Bierbaum and 1stAveMachine that premiered on YouTube. The broadcast unpacked the Summit and Pact for the Future so that it is both educational and entertaining for a young audience by featuring creators and content they care about — meeting them where they are. Hosted by Lea’h Sampson and Hallie Haas, the Broadcast also featured Heidi Becker, Felipe Neto, Dan Rosen, Pooja Tripathi, and Liah Yoo alongside other creators and UN experts.
“The Summit of the Future may be taking place in New York, but everyone has a stake in this,” said UN Foundation President and CEO Elizabeth Cousens. “When we imagine our world in 10, 50, or 100 years it’s clear: the future belongs to young people and the generations that follow. They have the biggest stake in this Summit and that is why we launched this campaign: to help bring the Summit to them.”
“In a world facing obstacles, it’s time for bold action,” said UN Foundation chief communications & marketing officer David Ohana. “Working closely with the UN we are determined to not only raise awareness but also drive lasting change — through exciting, thought-provoking and unconventional approaches.”
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.
