Ad Campaigns
Indifusion launches its fusion fashion collection in its first campaign
Mumbai: Indifusion, the Indo-western brand by Bestseller India has revealed its first brand campaign, “Flaunt your Indi”. An amalgamation of Indian tradition with international fashion is what Indi’s brand promise is all about.
The campaign is conceptualised and executed by Thought Blurb Communications. The agency won the creative business for the brand following a multi-agency pitch.
Fusion fashion is something that we all have been experiencing since decades but establishing the right mix of Indian creativity with a Western outlook is stimulating. Indifusion has utilised design, colours, texture and fabrics from both, Indian and Western sensibilities in its collection.
The launch of the brand’s communication is multi-faceted and spans across film, print, outdoor and digital mediums – which is also a reflection of the brand’s spirit to blend Indian and Western cultures in its apparel. The campaign is shot in Ladakh and the models are European, Indian and a few from Ladakh itself. Ancient monasteries, magnificent palaces, petal-strewn forest floors and placid lakes, make for a scenic view of the campaign. The casting of multicultural models brings alive the theme of fusion in every way.
Focusing on the strategy of the brand, Bestseller India CEO and country head Vineet Gautam said, “Bestseller India has always been at the forefront of getting international fashion to India. But with Indifusion, we intend to expand our portfolio and cater to a larger set of audience with Indian fusion wear. Indian wear will always be at the heart of our country and by using our existing expertise in the retail industry, we will drive Indifusion to be a key player in this segment. ‘Flaunt your Indi’ is our first campaign for the brand, and we’re excited to see how it connects with our customers.”
Discussing the creative thoughts which led to the culmination of the brand campaign, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “The look had to be of a high fashion Indian brand appealing to an international audience. This is for the woman who wants more than what off-the-rack brands can provide her. The treatment of the film interlaces a light, playful soundtrack and has been visualized with an overall sense of joy. The product design played hand in hand with the vision we had for the brand.”
Thought Blurb Communications executive creative director Renu Somani added, “The creative inspiration behind the campaign comes from the distinctive fashion that the brand portrays. After having seen the designs curated for the collection, the fusion of two different perspectives was very apparent. There is grace, elegance and beauty in the contrast of simple lines and intricate textures. This fashion of the brand slanted the thinking – towards a zone that is grounded yet flighty, Indian yet global, a grammar that is uniquely Indifusion.”
Bestseller India operates 20 brands, such as women’s western wear labels Only and Vero Moda, and menswear brands like Jack & Jones and Selected Homme. Talking about Indifusion, every collection from this brand will showcase not only a signature style, but it will also explore aspects of India and Indianness that have not been explored in the fashion arena.
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.
