Ad Campaigns
Magic Network and Simply Fresh rethink Diwali with a fresh perspective
Mumbai: Magic Network has teamed up with BN Group’s Simply Fresh to deliver a thought-provoking new ad that shifts the focus from traditional Diwali festivities to an often-overlooked aspect—post-Diwali cleaning. The latest campaign marks a continuation of Magic’s approach to creating narratives around important subsidiary topics, delivering a fresh perspective on the festival’s after-effects.
In contrast to the usual Diwali ads, this campaign deliberately avoids talking about the festival itself, instead emphasising the importance of community-driven cleaning efforts after the celebrations. By highlighting this issue, the campaign aims to encourage people to come together to ensure that the festivities culminate in a cleaner, more sustainable way.
Magic Network co-founders, Mohit Ahuja and Ankur Jain explained the vision behind the campaign: “Our aim has been to channelise consumer attention to aspects which tend to be overlooked. While everyone speaks of pre-Diwali cleaning as an important aspect of the festival, no one has ever spoken of post-Diwali cleaning. The former is done by households for themselves, but the latter should be driven by people for society. Hence our Diwali film does not even talk of Diwali but the after-effects of the festival and how all of us can come together to ensure that the festival culminates in a grand and cleaner way.”
BN Group, group CMO, Kiran Giradkar added, “For our brand Simply Fresh, our focus has been not to push product and its benefits but create meaningful content that resonates with society. Our relentless pursuit to bring a ‘fresh perspective’ in storytelling continues. I think Magic has got this aspect of the brand out beautifully.”
The ad, created by Piixel Street Filmz and directed by Zaheerali Furniturewalla, is currently live across all brand channels, including YouTube and social media. The film encourages viewers to embrace a fresh approach to sustainability and social responsibility during Diwali.
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.
