Ad Campaigns
Kulfi Collective & Nothing partner for CMF launch campaign
Mumbai: London-based consumer electronics manufacturer Nothing has tasked Kulfi Collective with the mandate to craft the campaign for their CMF Phone 1.
Called ‘Wonderful By Design’, the integrated campaign comprises two captivating films and 500 plus social and digital assets. The two master films; one for a global audience and one tailored for India featuring actress Rashmika Mandanna, cleverly builds CMF’s unique identity on the heritage of its parent brand, Nothing.
CMF’s product portfolio now includes smartphones, earbuds, neckbands, and smartwatches, meticulously crafted with attention to colour, material, and finish — to make the necessary brilliant and the essential wonderful. Kulfi Collective’s campaign showcases CMF’s design-led approach and reinforces its European origins.
The global film, “Wonderful by Design,” highlights the meticulous craftsmanship and creativity that goes into building CMF products. It positions CMF labs as hubs where art and science converge, plotting the journey from the designers’ minds to the consumers’ hands. Immersive storytelling ensures the local film picks up where the global film ends. Rashmika Mandanna, while travelling in the London subway, discovers a CMF vending machine that transports her to the CMF lab. Here, she explores the three products and their state-of-the-art features, epitomising the fusion of tech and beauty.
Nothing senior director global brand & creative Ryan Latham shared his enthusiasm stating, “We are immensely proud to introduce CMF Phone 1 to the world, and our collaboration with Kulfi Collective has been an integral part of this journey. Their creative competence and storytelling capability perfectly suited this launch. The positive consumer response is testament to our brand and our global campaign.”
“The launch of CMF marks a significant milestone for Nothing in India. With Kulfi Collective, we’ve crafted a visually stunning campaign that resonates with the local audience while maintaining a global appeal. We look forward to seeing the growth of CMF in India and beyond” added Nothing India head of marketing Pranay Rao.
“Absolutely thrilled to partner with Nothing to launch CMF! The campaign reflects our commitment to creating design-led, innovative content that resonates with both global and local audiences. Working with the team at Nothing has been an incredible journey, and we are excited to see CMF inspire and delight consumers worldwide,” said Kulfi Collective co-founder and chief creative officer Akshat Gupt.
This partnership with Nothing underscores Kulfi Collective’s prowess in championing immersive storytelling and establishing brands as cultural icons.
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.
