Ad Campaigns
NatureFresh salutes the spirit of the homemaker in latest campaign
MUMBAI: NatureFresh, the home-grown brand of Cargill’s food business in India, has launched its new digital campaign ‘#AsliKhiladi’ with Delhi Daredevils, highlighting the importance of the homemaker in the life of a family.
The campaign emphasises the homemaker’s active life and her ability to meet every need of the family, in a quirky manner. With about 2.5 million views and counting, this campaign is currently the second most buzzing campaign in the SportsWatch IPL 2018 Brand Effectiveness Study.
Based on the premise that ‘Asli Khiladi Wahi Jisme Shakti Bhi, Sfurti Bhi’, the story opens with running commentary by three Delhi Daredevil players who observe a homemaker, doing her everyday chores, actively and with a great deal of energy. In the end, the three players conclude by saying that while they do play on the cricket field, the real player in everyone’s lives is the woman or the homemaker. With clever dialogues, the narrative draws parallels between the life of a homemaker and that of a cricketer during a match. It highlights that both require one to be active and energetic, whether at home or on the field.
Cargill Foods managing director Deoki Muchhal says, “As a consumer brand, engagement with consumers is always our key focus. NatureFresh represents active living and by highlighting our association with Delhi Daredevils, through the #AsliKhiladi campaign, we are looking at organically extending the brand’s ethos. I believe that this campaign will help us accentuate brand equity for NatureFresh as we continue to build a stronger consumer footprint, across the country.”
Quasar Media national head Saugata Bagchi, who supervised the creatives of the campaign adds, “This NatureFresh campaign for IPL came as a welcome challenge to us as not many clients take a digital-first approach for an IPL association. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness for NatureFresh. With #AsliKhiladi we captured the imagination of our audience while engaging DD fans and letting them know, where all Nature Fresh adds value to their lives. The success of the campaign is evident in the surge of relevant conversations which made it a trending IPL campaign in no time.”
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.
