Ad Campaigns
Ogilvy & Sunlight launch campaign for Durga Pujo
Mumbai: Durga Pujo is a wardrobe refresh for all Bengalis. For five days, the city of joy witnesses a dizzying panorama of colourful apparel. As such, the days leading up to the festival are spent on diligent shopping. Oceans of crowds flood the malls and retail stores, big and small, looking for the perfect length, the ideal cut, and all the irresistible bright colours. For all intents and purposes, these shopping meccas are a rich pool of potential consumers. They lead to an untapped audience that can be persuaded, inspired and informed. That’s just what Sunlight did with its Pujo-shopping hack.
All Sunlight had to do, without fuss or fret, was to hack unbranded shopping bags, umbrellas and gift boxes with the accompanying message: Notun jama kinun praan bhore, Sunlight rong rakhbe dhore (Shop for new clothes to your heart’s content, Sunlight will keep its colours as good as new). It is an assurance to shoppers who would otherwise think twice before investing in colourful choices. The aim was to encourage worry-free shopping, with the knowledge that Sunlight will retain the colours of these new clothes long after Pujo is over.
To drive home the message, spaces outside shopping malls and retail stores with the most footfalls were hacked as well. Even local hawker chants were hacked to drive home the brand’s message effectively. Even outdoor spaces were hacked. Sunlight’s outdoor communications were placed right next to outdoors advertising new Pujo clothes. All the hacks came together to reinforce the brand’s message in unison.
Ogilvy senior executive creative director Sujoy Roy said: “It was an idea that was right there in front of our eyes. Durga Pujo is the annual Bengali wardrobe refresh. New clothes are bought, gifted and hoarded. As a fabric care brand we just had to assure people that we are there to take care of their new clothes and keep them as good as new after several washes. That’s it. All we had to do was hack all relevant media spaces with a single line. Sunlight took up the responsibility of protecting the new clothes that people would buy for Pujo and wherever we found a piece of communication asking people to buy new clothes we put up our communication.”
Unilever head, fabric cleaning, Aditya Kasyap says: “Sunlight is Unilever’s oldest and West Bengal’s largest Fabric Care brand, with a legacy of over 130 years! Sunlight’s promise of superior colour care for fabrics is brought alive in an innovative way with a shopping hack this Pujo, reaffirming the brand’s identify in Bengals cultural fabric.”
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.
