Ad Campaigns
Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady
MUMBAI: During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.
The online jewellery market is pegged at Rs. 8-10 billion market. It is growing five times more in comparison to its offline competitors. In a cluttered festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership, is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.
Lowe Lintas president Anaheeta Goenka, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And, thus was born the campaign idea of new “families.”
CaratLane founder and CEO Mithun Sacheti says: “Our campaign celebrates the precious relationship that we build outside our family, in our newly set-up social ecosystems, who become our extended family. “
Lowe Lintas executive director (creative) Akash Das: “There are many people who won’t be able to go home to celebrate Diwali. Our script is about the friendships they have nurtured in a place away from ‘home’.”
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.
