Ad Campaigns
Ragpickers’ contribution ‘Salam Hai’ picks up PACE
MUMBAI: This Gandhi Jayanti, PACE (PET Packaging Association for Clean Environment) has launched a special initiative to recognise the contribution of grassroots recyclers – the ragpickers – who make the first and biggest contribution to the recycling of PET bottles.
Kicking off a communication campaign ‘Salam Hai’ (‘Salute’) to highlight the contribution of ragpickers in the recycling process of PET bottles, a special video campaign has been released on social media.
PET (polyethylene terephthalate) is one of the most widely used plastics for packaging applications and is 100 per cent recyclable. Discarded PET bottles are collected, sorted, cleaned, shredded, and made into washed flakes, which are then used to produce products like polyester fibre.
In India, over 70 per cent of PET waste is recycled and aids livelihoods to millions employed in the entire value chain of recycling process.
‘Salam Hai’ is themed on the life of ragpickers and their contribution to the recycling industry. The video features the ‘silent heroes’ of India who are doing their part. Today, ragpickers collect around 500,000 tons per year of post-consumer PET bottles for producing polyester fibre alone, earning around Rs 10 billion per year.
PACE secretary-general P C Joshi says: “Ragpickers are the silent heroes who stand at the beginning of the recycling value chain.”
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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.
