Ad Campaigns
K Raheja Corp unveils ‘Desh Ki Dhun’
MUMBAI: Building on the melodies of the past two Independence Days – Pragati Ki Dhun, a tribute to India’s progress, and Azaadi Ki Dhun, a salute to the nation’s freedom, K Raheja Corp now unveils its third edition titled: Desh Ki Dhun, a two-minute crowd-sourced musical celebrating the spirit of everyday India. The musical brings together spontaneous and fun responses from people who interact with the Group’s business verticals – employees and officegoers at Mindspace Business Parks, residents of K Raheja Corp Homes, guests at Chalet Hotels, shoppers at Inorbit Malls and Shoppers Stop, and the labourers on site. Captured in moments of work, leisure, travel, and shopping, these unfiltered voices blend into an uplifting harmony, offering a vibrant tribute to the nation, this Independence Day.
The film opens with a simple question: “Aapko kya karne se aati hai Azaadi Wali Feeling?” Responses were captured exactly as they were shared – light-hearted banter over chai at the office café, the calm of a home balcony at sunrise, the delight of a complimentary buffet breakfast, the rush of a flash sale. Each unfiltered phrase became a lyric; each natural cadence transformed into a beat. No professional vocalists, just India speaking in its very own authentic voice. The idea is conceptualised by the K Raheja Corp’s Corporate Communications Team, music is composed by the gifted music director Sanket Sane, with visuals directed by Alok Sutar.
K Raheja corp head – corporate communications, Cheryl D’souza-Waldiya said “With Desh Ki Dhun, we’ve transformed the everyday voices of India into an ode to Independence Day. By placing real people at the heart of the song, we celebrate the fact that our spaces – from offices to homes, hotels to malls and retail stores, are far more than structures. They are vibrant stages where India’s spirit comes alive each day. Every handshake, every smile, every shared moment adds a note to this anthem of progress, and together, we’re composing a future that is bold, united, and unstoppable.”
Desh Ki Dhun premieres today on YouTube, LinkedIn, Instagram, and Facebook handles of K Raheja Corp. Viewers are invited to share their own #AzaadiWaliFeeling moments with #DeshKiDhun.
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.
