Ad Campaigns
MP Birla Cement celebrated Independence Day with a flag without colours
MUMBAI: Every year, at the stroke of the midnight preceding 15 August, India wakes up to pay a tribute to freedom. The nation celebrates Independence Day. The tricolour narrates a story of change and centuries of struggle. Together, the bands of saffron, white and green sing an ode to self sacrifice, truth and the nation's covenant with the earth.
But even on such an August day, there are those who are sentenced to celebrate freedom in the bondage of darkness – the visually impaired citizens. They don't get to see the colours fluttering against a clear blue sky. What they miss out on is the pride that the sight of the tricolour invites.
To complete their celebration and make a difference, MP Birla Cement, in association with the Lighthouse for the Blind, Kolkata, designed a unique national flag. One whose colours would not be hidden from those devoid of sight. Those who had never seen the tricolour with their eyes could feel it with their fingers. The three colours, along with the Ashoka Chakra, were translated in Braille, and cast on a flag made of cement concrete.
The significance of the colours and the symbol was embossed next to them. Once made, the flag went to the students of The Lighthouse for the Blind. This Independence Day, the children of the school got a chance to run their fingers across the colours that stand for freedom. The cement flag made their experience of India a shade richer in pride and honour.
MP Birla Cement executive president Sandip Ranjan Ghose says, “This was a humble effort on our part to celebrate ‘inclusion’ on our nation’s Independence Day by also bringing in differently abled children into its fold. The initiative resonates with our organisation's core values of – Heart and Strength."
Ogilvy Kolkata managing partner creative Sujoy Roy adds, “The glory of our waving flag is a heritage that belongs to every Indian. We simply wanted to share it with those who are deprived of its vividness. After all, freedom is everyone's birthright.”
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.
