Ad Campaigns
ITC’s Aashirvaad Mishti Doi revives ‘Doi-walas’ this festive season
Mumbai: This Durga Puja, ITC’s Aashirvaad Mishti Doi rekindled timeless memories and left an indelible mark in the hearts of Bengalis. The brand brought back the memorable ‘doiwalas’ from the pages of rich Bengali literature, who were once the heart and soul of Kolkata’s streets spreading joy with their delectable mishti doi, calling out in their signature tune- ‘Doi Chaaai Dooooiii…’
Only this time, it was Aashirvaad Mishti doi coming out of their earthen pots rekindling the heart-warming emotions tied to this timeless tradition and delighting people with the same rich and creamy taste. Actors in the attire of ‘Doiwalas’, wearing dhotis and gamchhas, walked around the streets with a wooden plank (baank) on their shoulders containing Aashirvaad Mishti doi in earthen pots.
A Musical treat accompanied these doiwalas, with Aashirvaad Mishti Doi song, exclusively sung by Aritra Dasgupta. Inspired by Bengal’s culture, the song gained popularity with almost more than a lakh views on YouTube in a week. The joyous ‘doiwalas’ also joined in celebration, swinging to this tune at popular locations such as Hindustan Park Purbachal and New Town Sarbojanin. Aashirvaad Mishti Doi was also served at a few pandals as ‘sesh paate doi,’, giving attendees the opportunity to savour the delicious mishti doi during the auspicious celebrations.
ITC’s Aashirvaad Mishti doi, which is available in over 2000 general stores, modern trade stores across Kolkata and on ITC estore. has always associated itself with Bengali nostalgia bringing back timeless memories of yesteryear with its delicious taste. This campaign had the iconic ‘Doi-walas’, as a vehicle to bring back these cherished memories by reaching out to newer generations and providing them an experience of the treasured past.
Commenting on the campaign, ITC Ltd chief operating officer – dairy and beverages Sanjay Singal said, “Mishti Doi is one of the most loved desserts in West Bengal and is also considered to be a must have during special occasions. It gives me immense pleasure that during the festive days we were able to bring the taste of this iconic dessert to our consumers through none other than the iconic doi-walas. They brought alive a lot of nostalgia and cherished memories associated with the dessert.”
In addition to these heartwarming efforts, Aashirvaad Mishti Doi hosted a digital contest, ‘#MishtiSwaaderSmriti,’ encouraging participants to share their cherished Durga Puja memories in creative ways. The contest winners received exciting prizes, adding to the delight of the festivities. Overall, Aashirvaad Mishti Doi engaged with over 33,000 consumers through various activations during this period, bringing a delightful taste of old memories to the streets of Kolkata during Durga Puja.
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.
