Ad Campaigns
PNB Housing Finance’s animated ad campaign a breakaway
Banks’ television commercials are known to depict various services in a staid, old-fashioned way, forsaking creativity for efficacy. Animation, however, is changing that.
The recent ads for PNB housing use the medium of animation to very interestingly explain the home loan services of the Punjab National Bank. The ads created by Mumbai-based 88 Pictures have one thing in common – the use of CGI animals.
Renowned ad film-maker Shantanu Baagchi approached the studio with an idea to create a high-end CGI project, which doesn’t necessarily look CGI. “We weren’t sure about it but when we looked at the concepts, it appealed to us,” said 88 Pictures founder-CEO Milind Shinde.
88 Pictures chief creative officer Philippe Gluckman explained, “The project allowed a really interesting characterisation of animals through animation. One of the challenges, and interesting points, was to find the line where the animals express human emotions, but don’t become overly anthropomorphic. It is deliberately not treated in an “over the top” cartoon style, which hopefully makes it more relatable.”
Animals in the ads are used to express human emotions. “I hope people will appreciate the subtleties of certain expressions and what they mean to convey,” shared Shinde.
Other than the animation work, the integration into realistic environments, and the many details needed to make the ad convincing, were wonderful to create, he revealed.
The spots were created by the ad director Baagchi but “given our expertise in working on high end animation content, we like to add our creative flavour to everything which not every director is open for,” Shinde added. “However, we had a great time working on them as the director was very open to ideas, as well as providing many of his own, yet never losing track of the end goal.” The team at the studio worked from storyboard to final output.
As a first ad project for the studio, was it challenging in any way? “Commercials are like short movies, one has to go through the entire process of storytelling and execution regardless of the duration, and deadlines are always short,” he highlighted. “The joy of working on challenging animation content attracted us towards this project.”
“It was a first for us but a great experience. We are open to get our hands on anything that requires pushing boundaries and creating beautiful pictures,” he concluded.
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.
