Ad Campaigns
Maharaja Whiteline kickstarts festive season with ‘Khushiyon Ka Homemaker’
MUMBAI: To welcome the festive season, Groupe SEB India’s flagship brand Maharaja Whiteline, has rolled out a new TVC and digital campaign “Khushiyon Ka Homemaker”. Conceptualized by Mash Percept, the new campaign captures the current mood of Indian consumers who, despite the pandemic, are looking forward to the festivities with renewed optimism and hope.
This season is the most awaited time of the year across the country. The pandemic has impacted overall consumer sentiment; however, it has undoubtedly brought people closer to their families. Maharaja Whiteline has been one of the most preferred brands of Indian consumers and has been an integral part of their homes for over four decades.
This campaign effectively reinforces the communication theme “Khushiyon ka Homemaker” that the brand advocates, to embrace new experiences and progressive thinking which turn a house into a happy home. The story traces the journey of a young married woman in her new home, who is warmly welcomed by each family member as they play their respective part in the daily chores. As Indian consumers learn to live with the pandemic, the festive sentiment and celebration this year would have a similar level of delight as the past but will be demonstrated differently. Maharaja Whiteline aims to revive this festive cheer and establish a sense of optimism by connecting with consumers through this exciting new campaign which showcases its products as an integral part of everyday life as well as of celebrations.
Groupe SEB India marketing head Jasjeet Kaur said, “Home and relationships are front and centre of the festive season as Indian consumers find new ways to celebrate festivals with their loved ones. Our new ad campaign beautifully showcases how our products help celebrate “Happy Home Moments” and build relationships new or longstanding, formal or informal, near or far! The storyline resonates with every contemporary Indian family that has members playing their part in home-making. It has social relevance where roles are being reversed in modern Indian families, and home-making is not just for women to manage.”
Maharaja Whiteline is a small domestic appliances brand with an extensive portfolio across kitchen appliances, home appliances and garment care. The brand with its strength of above 40 years of understanding the Indian consumer combined with technical and innovation expertise of parent company Groupe SEB, has a strong footprint across India.
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.
