Ad Campaigns
Makani Creatives brings alive Eeken by Paragon’s ‘Weekend Everyday’ spirit
Mumbai: Eeken by Paragon launches their latest campaign conceptualised by Makani Creatives. Targeted towards the country’s 18–25-year-olds, the brand exists to fulfill the spirit of their young consumer who live by YOLO philosophy. Their tagline “Weekend Everyday” is an echo of GenZ’s desire to live every day in a light-hearted and fun way.
This is the maiden campaign by Makani Creatives after winning the brand’s mandate earlier this year. “Weekend Everyday” is the guiding principle of the younger generation. They want to embrace everyday like it’s a weekend, living freely and enjoying every moment. Eeken is the enabler of this desire by providing stylish and comfortable footwear that keeps the customer on their toes.
The film showcases the brand as an agent of transformation taking the wearer from the humdrum of everyday life to a weekend state of mind. Once they wear Eeken, we see our customer step into their day with a pep in their step and a song in their heart. In a dramatic visualisation we see a transformation in the protagonists when they come across Eeken. It completely changes them, as they revel in their new avatar.
Makani Creatives executive creative director Prasad Rao said, “’Weekend everyday’ talks to the youth of today. They are free-spirited, agile and bindass. This film is an attempt to talk to this audience and to strike a chord with them and their culture. Eeken footwear is driven by design and are at par with any big brand and the intent here was to showcase the flexibility, comfort, usage of the products through a narrative that stays true to the vibe, the style and the culture of the brand and its audience.”
“Eeken is our gateway to connect with the younger population of the country” said Paragon Footwear executive VP Sachin Joseph. “We draw inspiration from the psychographic of our target audience and strive to deliver what they desire. This reflects across our product design as well as our communication.”
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.
