Ad Campaigns
ITC wraps up a win with Filo, its new planet-friendly packaging series
MUMBAI: Can sustainable packaging be sleek, scalable and safe enough to handle food? ITC thinks so. With its new Filo Series, the Indian conglomerate is rolling out a plastic-free, compostable packaging solution aimed at businesses ready to clean up their act — and their supply chains.
Launched with a slick digital campaign, the Filo Series is made from biodegradable, food-grade paperboard and is designed to withstand grease, moisture and scrutiny — all while staying recyclable and planet-friendly. Think pizza boxes without the guilt and pastry trays that don’t cost the earth.
Part of the paperboards and specialty papers division, the innovation reinforces ITC’s broader circular economy push. Already plastic-neutral for four years, the company is now stepping up its commitment with solutions like Filo and a new moulded fibre unit in Madhya Pradesh.
Filo doesn’t just check eco boxes — it ticks business ones too. It promises food safety, functionality and scalability, aimed at replacing single-use plastics across FMCG and food delivery segments. Certified as both biodegradable and recyclable, it’s the kind of packaging that could future-proof an industry under increasing regulatory and consumer pressure.
Speaking on the company’s vision, ITC Ltd divisional chief executive, paperboards and specialty papers business, Rajesh Ponnuru said, “As part of our commitment to circularity and innovation, we are proud to offer a range of planet-friendly, sustainable solutions that meet the evolving needs of several industries while improving their environment footprint. With the Filo Series, we set out to address a fundamental challenge—how to deliver food-safe, high-performance boards, which are sustainable and scalable. Filo is not just a product innovation; it represents a significant step in reimagining solutions for a wide range of industries seeking viable alternatives to single-use plastic.”
With 2030 goals focused on sustaining plastic neutrality and scaling responsible alternatives, ITC is making it clear: going green isn’t a compromise — it’s a competitive advantage. And with Filo, the wrap game just got a smart, sustainable upgrade.
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.
