Ad Campaigns
ICICI Prudential Mutual Fund unveils ‘#KisneKhaya’ campaign
Mumbai: “Where’s my money going?” The question has got people talking, thanks to ICICI Prudential Mutual Fund’s newest campaign, ‘#KisneKhaya’. Abhijit Shah, head of marketing, Digital and customer experience at ICICI Prudential Mutual Fund, is leading the charge to pull back the curtain on the quiet culprit behind diminishing returns. “Our investor education initiative is a wake-up call to get people thinking about the unseen factors nibbling away at their savings.”
“The campaign is about prompting a moment of realization that there is a smarter way to handle money in a world where inflation never sleeps,” said Abhijit Shah. It’s a question about the diminishing value of savings that is often missed by the young or unseasoned investor who works hard to save up money but somehow never seems to grow enough.
ICICI Prudential Mutual Fund and its creative agency, The Good Edge, have collaborated to put this crucial question about money into the spotlight. As part of the campaign, Posterscope India, the OOH (Out-of-Home) specialist agency from Dentsu India, conducted a social experiment by placing a digital kiosk in a mall atrium.
The campaign unfolds like a mystery, drawing savers into the story with familiar icons of savings like the piggy bank or bank locker, reimagined with a bite taken out of them – forming a recurring visual mnemonic. The prominent QR code leads the audience to the staged-reality film that shows participants how their savings are silently consumed by inflation.
The brand wanted the campaign to strike a balance between light-hearted imagery and the weighty subject of financial awareness. “We chose to engage through humour. The film offers valuable insight into why an investor’s investment returns might not be living up to one’s expectations. We are just sparking that ‘aha’ moment,” notes Shah, emphasising the campaign’s goal to educate the everyday investor.
ICICI Prudential Mutual Fund takes an engaging, storytelling approach to an issue that’s typically wrapped in complexity. “The question is simple but makes one think,” said The Good Edge Liron Samson, creative director. “It translates the technicality of inflation into something that hits home for everyone.”
Speaking on the campaign, Posterscope managing director Imtiaz Vilatra said, “At Posterscope, our constant endeavour is to pioneer new and innovative concepts. Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective. This campaign underscores the brand’s dedication to financial literacy and innovation.”
Investment isn’t just for the savvy few; it is for all. #KisneKhaya is ICICI Prudential Mutual Fund’s attempt to encourage one and all to learn, question, and make informed decisions so that everyone’s money will keep growing and not shrinking.
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.
