Ad Campaigns
In a first, Rexona books umpires’ armpits for advertising
NEW DELHI: One may have heard of underarm bowling in cricket, but underarm advertising has to be a first. In the latest, Rexona has partnered with Cricket Australia and Big Bash League (BBL 2020) in a unique sponsorship deal that does not include players, but focuses on umpires instead.
The deodorant and antiperspirant brand will be advertising on the underarms of the umpires. The use of armpits for product placement is believed to be a first in the world of sports.
The deal requires umpires in the BBL 2020 to sport the product’s branding under their arms, which will be fully revealed to the watching world upon the signalling of a six (both arms raised, two logos revealed) or a bye (just one).
Along with the six, Rexona brand will also be sighted when an umpire raises his finger to give a batsman out. Other than this the brand will feature on cardboard cut-outs of umpires in supermarkets and retail outlets, according to reports in Australian media.
The deal is the latest in a string of commercial partnerships either renewed or acquired by Cricket Australia this year. The organisation will generate a record $70 million in sponsorship this summer, despite the financial difficulties presented by the Covid2019 pandemic.
Rexona is the 22nd sponsor to join cricket’s stable of commercial partners as part of its strategy to “own the underarm space” during summer for Cricket Australia.
This season beside Rexona, Australian board has clinched landmark sponsorship deals with Dettol as T20 and ODI series sponsor, Vodafone as Test Match series sponsor. Besides this KFC has been renewed as title sponsor of the BBL 2020, with Cricket Australia rejecting $10 million a year offer by rival fast food giant McDonald's in favour of the fried chicken brand.
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.
