Ad Campaigns
Max Fashion partners with Lightstream for #MaxHoliApnoWali campaign
MUMBAI: With Holi 2020 right around the corner, Max Fashion, the most profitable leading value fashion retail brand, released a vibrant new campaign, #MaxHoliApnoWali.
Conceptualised and created by Lightstream, the branded content studio owned by Rainshine Entertainment, the ad targets the Hindi speaking markets of UP, Bihar, and Jharkhand who are known to purchase new clothes during this time. The campaign has been rolled out in all three states, and across the brand’s digital platforms and in cinemas.
The ad portrays a typical Indian family based in Lucknow, where two sisters are seen teasing their younger brother, about throwing colour on him on Holi. In a heart-warming turn of events, the sisters surprise him with a beautiful Max Fashion Holi collection outfit instead. The campaign showcases the true festive feeling of togetherness and celebrating with your loved ones.
Speaking on the campaign, Max Fashion SVP marketing Jiten Mahendra said, “Customer engagement is the core of our communication strategy. Despite us operating in 17 international markets, for us connecting through regional connect is extremely critical and in our endeavour to create brand resonance we selected Holi as an occasion. Like the brand mission of democratising fashion, Holi is also an event which blurs the differences across age, caste and communities. Our campaign objective is to capture real moments and bring a smile on our customer’s face.”
Lightstream CEO Anuraag Srivastava said, “Holi is a widely celebrated festival in India, expressed through the beauty of colours. With the festival coming up next month, Max Fashion wanted to develop something meaningful that captures the true spirit of togetherness. We had the pleasure of working closely with them to conceptualise and translate this vision into a reality. Through this campaign, we were able to portray the celebrations in a quintessentially middle-class family, making it relatable for people across the target cities.”
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.
