Ad Campaigns
Ola launches new campaign #PeekeMatChala
MUMBAI: With New Year right around the corner, Ola has launched its new campaign to prevent drunken driving #PeekeMatChala. For the third consecutive year, after the initiative was first launched in 2016, Ola is pursuing its dedication to making roads safer through a social media campaign amplified with a series of awareness and on-ground activation drives at airports and malls across India.
Continuing the fun approach to addressing the issue, this year’s edition of #PeekeMatChala takes a musical route through the launch of a captivating party rap. The platform has collaborated with Prabh Deep, an upcoming 23-year old Indian rapper known for his socially conscious rhymes, to create a rap song that aims at deterring people from drinking and driving.
Speaking on the initiative, Ola senior VP Pallav Singh, “We are excited to launch the third edition of #PeekeMatChala in our ongoing efforts to rid the country of the perils of DUI. The holiday season is a time for fun and frolic, and hence we chose music as a medium to communicate the message of don’t drink and drive. With a catchy tune and easy to sing-along lyrics, party goers will be able to echo the thought of not driving under the influence of alcohol and take an Ola instead.”
These activations are aimed at urging patrons to take a pledge to abstain from drinking and driving and party responsibly this holiday season.
Set in an Ola cab, the video showcases the different antics people indulge in when drunk with the lyrics communicating the key message. Drawing on the success of previous editions of #PeekeMatChala, this video takes the same witty, creative and light-hearted approach to drive home the message of responsible drinking.
Over the years, Ola has partnered with local authorities, industry bodies, bars, restaurants and influencers to discourage driving under the influence of alcohol. Previous editions of #PeekeMatChala saw online and offline initiatives being launched that promote responsible drinking which include setting up designated kiosks to facilitate bookings, sharing responsible drinking tips with consumers and launching engaging videos.
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.
