Ad Campaigns
L&K Saatchi & Saatchi’s Reliance Digital campaign salutes Pujo artisans
Mumbai: Celebrating the dedication and hard work of India’s artisans and craftsmen, L&K Saatchi & Saatchi’s latest digital film for Reliance Digital, ‘Ichchepuroner Sharodeeya’, captures the true essence of Durga Pujo- a time of togetherness, resilience, and boundless joy.
The film explores the emotions that bind people to their traditions and the lengths to which they can go to keep these traditions alive. It reminds the viewers that the joy of celebration, just like Pujo, is for everyone. Through this campaign, L&K Saatchi & Saatchi and Reliance Digital salute India’s artisans – the unsung heroes of Pujo festivities.
L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “It’s that time of year when marketeers and ad agencies scratch their heads to come up with a unique piece of communication for Durga Pujo. For Reliance Digital, it was a first time as well! And while the celebrations will continue, we took a slightly introspective angle to our film. Shot in multiple locations across Kolkata by Pritha Chakraborty (Director of Mukherjee Dar Bou), the film pays tribute to pandal makers. The unsung heroes who make every Pujo memorable but fail to get any recognition.”
Reliance Digital head marketing Manoj Jain added, “With this brand film, Reliance Digital is shining a spotlight on the artists who fade away into oblivion, once their creation comes to life. Using technology as an enabler, we want them to experience the euphoria they bring into the auspicious occasion of Durga Pujo. We are also proud to introduce a first-of-its-kind ‘Best Pandal Curator’ category at the Times Sharad Shrestha Awards, which will honor the best artists in the field, giving them the much-needed recognition.”
The film is about the protagonist Kanai and his journey from overseeing the construction of a pandal to witnessing it come to life via a video call, made on the phone gifted by the young boys from the pandal authority. It emphasizes that where there is a wish, there is a way.
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.
