Ad Campaigns
Kerala to promote tourism with new ayurveda focused campaign
KOLKATA: The tourism department of Kerala government is planning to launch a campaign focused on ayurveda to promote tourism and position the state of Kerala as home of ayurveda.
The board is also looking at a year-long campaign – ‘Visit Kerala Year’ to celebrate tourism in the state and it would commence from mid-April, coinciding with the New Year in the Malayalam calendar.
Kerala Tourism spent around Rs 45 crore on the marketing and campaigns to promote tourism activities in the state in the current fiscal that id 2014-15. For the next fiscal, that is 2015-16, the budget would be in the same line if not more, as the state is betting on tourism growth.
“We will sooner have TVCs and campaigns focused on ayurveda to promote tourism,” said Kerala tourism, additional director (general) Anupama TV, in Kolkata, on the sidelines of an event organized to promote the state as a favourite destination on Monday.
Leveraging the increased air connectivity, a focused ayurveda and monsoon campaign will be conducted in the Middle East where 90 per cent of the diaspora is from the state.
The other campaigns including TVCs focusing on the backwaters, beaches were aired last year, said Anupama TV.
Tourism is Kerala’s second biggest income source, after remittances from non-resident Keralites abroad. The state earned Rs 23,000 crore from tourism in 2013.
Kerala is looking at increasing the number of tourist arrivals in the state to over 1.37 crore in 2015 as it plans an array of activities to promote the state as perfect holiday destination.
Also, to promote the number of foreign arrivals, the tourism department is taking a number of initiatives and is exploring new markets such as China, Japan and Korea apart from campaigns in Europe.
When asked about Kerala Tourism’s most ambitious sea plane project, she said that sea plane services will commence soon.
Kerala Tourism had to stop the sea plane services, after its inaugural flight in Kollam in early 2013 owing to widespread protests from fishermen in the state.
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.
