Ad Campaigns
Mivi, Dentsu Webchutney introduce #EndTheTangle campaign on Instagram
MUMBAI: To create awareness about its range of wireless earphones, Mivi has released a new interactive campaign on its social media page called #EndTheTangle, created by Dentsu Webchutney. It asked users to untangle a pair of tangled earphones using Instagram’s ‘Save to Collection’ feature.
If users saved the images from the Instagram grid of a pair of tangled earphones in the right order in their saved folder, they got the chance to win 5 Mivi Conquer Wireless Earphones. Dentsu Webchutney’s innovative use of Instagram resulted in an outpour in response, with over 15000 entries in 3 days.
Dentsu Webchutney, Bangalore client services director GD Prasad said, “The insight was dead simple – people dislike untangling earphones. The team has delivered a lot of Instagram innovations this year and we’re glad to see people participating with enthusiasm on each and everyone.”
Mivi.in CEO and founder Viswanadh Kandula said, “We wanted to change how audio brands interacted with their audience on the internet, and at the same time, how the audience experiences our products. The current generation looks at exciting experiences around product launches. With #EndTheTangle, we managed to capture our audience with an experience that perfectly captured their everyday struggles. Since we have exciting products in the pipeline for 2019, Dentsu Webchutney has gotten us off to a flyer.”
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.
