Ad Campaigns
Ogilvy Mumbai positions IDBI Bank as ‘Bank aisa dost jaisa’
MUMBAI: After a successful run of the elephant campaign, IDBI Bank and Ogilvy have decided to refresh the communication.
While friendship was always the ultimate message in all their previous work, it was time to say it differently. Elaborating on the association, Ogilvy & Mather executive chairman and creative director, south Asia Piyush Pandey said, “Our initial thrust for IDBI Bank a few years ago had been to tell the world that just because we are a big nation-building bank, does not mean that we are not approachable to address your smallest need. And now when we look at the next step in the evolution of the communication, what better than the universal emotion of childhood friendships to symbolise the role that IDBI Bank plays in its customers’ and partners’ lives.”
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On the campaign, O&M NCD Abhijit Avasthi said, “When we started work on the new campaign of IDBI Bank, we were very clear that we are changing the campaign and not the values that the Bank stands for. The idea we came up with does exactly this. In an innocent and charming way we are telling people ‘What if a bank would do what a friend would do’. When you say something like this, you really don’t need to say much more.”
The challenge before the creative agency was to craft the dialogues for each one of them. O&M group creative director Harshad Rajadhyakasha explained, “We wanted moments from a child’s world, because anything else would have been unfair to the campaign and fake. In one film a kid says, “One day my pant tore in school and my friend walked behind me all day to cover me.” It had to be as honest and as silly as that.”
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.
