Ad Campaigns
No more ‘Single Use Plastic’, says Usha International
MUMBAI: Usha International, one of India’s leading consumer durables companies, launched a new campaign for its water solutions that champions the cause of discontinuing single-use plastic. Plastic pollution is invading every part of the planet from mountains to the deep seas fast becoming one of the biggest environmental challenges the world over.
While you may think it’s just one bottle you have discarded, there lakhs of people who think similarly, and who are collectively responsible for the 25,000 tonnes of plastic generated in Indian every single day. What more, as much as 80 per cent of this is not recycled, and at least 40 per cent remains uncollected polluting waterways, choking drainage and river systems, littering the marine ecosystem causing unmitigated harm to it. Just to put that into perspective – one tonne of plastic means about 36000 half-liter bottles. So imagine how much plastic waste we create – almost a mini-mountain a day. In fact, the issue features high on prime minister Narendra Modi’s priorities, and he has urged the citizens to discontinue ‘single use plastics’.
Usha International president marketing Sandeep Tewari said, “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film, we want to create awareness about the impact that single-use plastic bottles, we want people to be sensitized about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting off plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”
Raj Kaushal, the producer of the film, said, “I believe in the saying that – we do not inherit the earth from our ancestors, we borrow it from our children. This film is for my son Vir; hope we can make India free from single-use plastic.”
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.
