Ad Campaigns
Hrithik Roshan challenges himself to do better in Lupin’s Be One campaign
Mumbai: Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, has created the #BanoKhudSeBehetar campaign, featuring Hrithik Roshan, for Lupin’s Be One 100 per cent Ayurvedic Energy supplements.
In the recently launched brand campaign, the Bollywood star challenges his other self to not give up and be better in every task. “We used elements of Hrithik the celebrity to tell the story of Hrithik the everyman. It was a challenge at the beginning. But Hrithik being the amazing performer that he is, the process was fun and exciting as we got deeper into it,” shared Contract Mumbai SVP & ECD Rahul Ghosh.
“In today’s highly demanding times, a product like Be One is only increasing in relevance. The consumer today is looking to constantly better themselves and this is where Be One comes in as a motivator to ensure they have the energy and health needed in this journey,” said Lupin’s head of OTC business Anil Kaushal.
A film poster was unveiled on social media to announce that something exciting is coming soon ahead of the campaign launch.
EMBED: https://www.facebook.com/beone.lupin/photos/a.105780064885147/325905626205922/
Soon after this, a motion poster was launched, triggering some more excitement.
Social media started buzzing with comments and guesses on what kind of movie it would be and #BanoKhudSeBehetar became the trending hashtag on Twitter on 30 December 2021, said the brand.
The film was launched on 21 January across social media channels and TV channels. “It was an opportunity to be different in a category which talks only about non-stop energy or vitality,” commented Contract Mumbai EVP and general manager Ayan Chakraborty. “Being better than yourself or ‘Bano Khud Se Behetar’ is something refreshing and new and we made sure that we leveraged the celebrity even in terms of executing the launch like a movie launch.”
EMBED: https://youtu.be/Cklpc2PsXk4
“The creative challenge was to tell a story of someone trying to better himself, especially when that someone happened to be Hrithik Roshan. So, we tried to magnify the conflicts that reside within us every day. That was the creative jump-off,” said Contract Advertising CCO Sagar Mahabaleshwarkar on the creative process of the campaign.
“This campaign was born out of the consumer desire of constant improvement by competing with one’s own self as opposed to others,” commented Lupin’s head of marketing (consumer healthcare) Supratik Sengupta. “The film acts as a nudge to the audience to challenge themselves and go beyond their comfort zone, while the product plays the role of the dependable partner.”
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.
