Ad Campaigns
Hindustan Pencils launches campaign for Nataraj Gelix Pens
Mumbai: Nataraj, a legacy brand under the iconic Hindustan Pencils umbrella, has crafted a new campaign for their Gelix pens, known for their superior quality and innovation in writing instruments.
Equipped with advanced Japanese waterproof ink, Gelix pens enhance the writing experience with smoothness, precision, and a smudge-free performance. The quick-drying formula ensures each stroke remains crisp and clear, avoiding smears even in humid or rainy conditions. Gelix pens glide effortlessly on paper, offering a controlled flow that resists fading, bleeding, or blotting, keeping your writing neat every time.
The brand has launched a compelling print advertisement with the bold statement, “The only thing that doesn’t get washed away by Mumbai rains,” capturing the pen’s smudge-free writing promise during monsoon season.
Building on the print ad’s impact, the campaign features a CGI video set against Mumbai’s iconic landmarks. The visual centers on a paper boat sailing through waves with Nataraj Gelix Pens writing smoothly on its sail. The boat moves past landmarks like the Gateway of India and the Bandra-Worli Sea Link, showcasing the pen’s resilience and precision. Despite water splashes and rain, the writing remains clear, highlighting the pen’s smudge-free performance in challenging weather conditions.
The campaign also includes a billboard series placed throughout the city, emphasizing the pen’s reliability and durability, even in heavy Mumbai rains. The ad campaign is created by Ogilvy, with OOH advertising managed by Occtagon Media Networks and CGI work by Elevite Media.
“We are excited to introduce this comprehensive campaign, which encapsulates the essence of what Nataraj Gelix Pens stand for—innovation, reliability, and unmatched quality. Through this campaign, we aim to demonstrate how our pens deliver flawless writing experiences, even under the most challenging conditions, like monsoon season. Nataraj Gelix Pens are more than just writing instruments; they are a testament to our commitment to excellence,” said Hindustan Pencils president Pradip Ughade.
Nataraj Gelix Pens demonstrate the brand’s commitment to providing high-quality writing instruments that combine tradition with innovation. Focused on delivering a flawless writing experience, Nataraj sets new industry standards. The latest CGI campaign reflects this dedication, highlighting how Gelix Pens perform effectively even in challenging conditions.
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.
