Ad Campaigns
ITC Fiama highlights the importance of mental well-being in a fun way
Mumbai: ITC Fiama immerses its communication outreach in pop culture with “#FeelGoodWithFiama,” a unique meme video series to help mitigate the stigma of mental health and therapy. The series was rolled out to mark World Meme Day on 12 November 2022.
Conceptualised by Brand David, ITC Fiama’s Feel Good with Fiama campaign aims to reach digitally savvy gen-z and millennials through the existing meme culture and motivate them to have constructive conversations about their state of mental well-being.
Memes have continued to be a constant in the fast-paced, dynamic lifestyle of young adults and have often served as a powerful way to cope with stress. The brand has repurposed iconic memes into meme videos showcasing real-life situations, providing a strong message on the importance of opening up and sharing their feelings.
Fiama takes the first step in making expert therapy and counselling more accessible and affordable through a virtual clinic in partnership with the MINDS Foundation. It encourages individuals to seek help in an intimate virtual space without fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for this virtual clinic, thereby offering expert advice, therapy, and counselling at the convenience of one’s own privacy.
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.
