Ad Campaigns
Netflix’s Jewel Thief may miss the mark — but its OOH stunt steals the show
MUMBAI: Jewel Thief: The Heist Begins may be struggling to find fans among film critics, but Netflix has pulled off a marketing masterstroke that’s impossible to miss.
While reviewers have slammed Siddharth Anand’s latest caper — calling it an amateurish effort with a threadbare plot and little thrill — Netflix’s promotional team deserves a standing ovation. One of Mumbai’s most iconic landmarks, the Worli Sea Link, has been spectacularly transformed into a giant billboard for the film.
In an audacious move, the entire cable span of the Sea Link now features a striking projection: a glowing red sun diamond, Netflix’s logo, followed by a larger-than-life poster of Saif Ali Khan and Jaideep Ahlawat, capped with a bold call to action to watch Jewel Thief.
The OOH campaign was executed by Wavemaker India and GroupM Kinetic, in collaboration with Netflix. As Wavemaker summed it up on LinkedIn:
“Borrowed the Sea Link under the moonlight. Returned it before the sun rises. Jewel Thief is stealing the show with a striking OOH campaign.”
After bagging Mumbai’s most famous bridge, one can only wonder: what will they “borrow” next?
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.
