Ad Campaigns
Liva installs ‘Dancing Fabric’ at Mumbai mall
MUMBAI: People in Mumbai witnessed India’s first ‘Dancing Fabric’ at Oberoi Mall in Goregaon recently. The installation by Liva, a fashion fabric brand of the Aditya Birla Group, showcased a 27-feet long fabric flowing midair, which copied the hand movements of the viewers via motion sensor technology.
With this innovative installation, Liva aimed to showcase the fabric attributes of lightness, flow, and breathability. The on-ground engagement connected with the youth who were seen interacting and moving along with the fabric.
Birla Cellulose head – branding and communication Shardah Uniyal expressed, “Liva is positioned as a fashion fabric brand. The brand on an ongoing basis experiments and innovates whether on fabrics or garments or its marketing initiatives to stay fresh and relevant to the young and fashionable women it targets.This mall installation is yet another endeavour in the direction of generating consumer interest. This innovation aims at creating brand awareness, engagement for the women and relevance in a fun-filled context.”
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.
