Ad Campaigns
Ray-Ban launches new campaign by Steven Klein
MUMBAI: Global eye wear group The Luxottico has tapped the creative instincts of renowned American photographer Steven Klein for the second in a series of communication campaigns for its iconic brand Ray-Ban.
The campaign will feature four shots starring four singular characters, each embodying a Ray- Ban icon. The images celebrate the liberating force of the road trip, interpreted as a metaphorical escape from the constraints of modern society.
The campaign is another part of Steven Klen’s 2017 story in which the protagonists shook off their past to free themselves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.
Commenting on this Steven Klein says, “It’s about freedom and letting go. Living in turbulent times, one of the things that evokes that for many people is a road trip. This campaign represents that no matter what hardships come your way, you can be an individual, go on your own path and experience fun, optimism, creativity, love… everybody’s looking for their own personal freedom.”
The protagonists each wear a Ray-Ban icon, an extension of their distinct personalities: The Marshal, Wayfarer Blaze, Aviator Evolve and Hexagonal.
Alongside the images the campaign also features a video campaign, four separate character videos and additional digital content, revealing more about the protagonists’ unique personal odysseys.
1. With the straight-jacket of the city in the rearview mirror the protagonist drives into a never ending sunset. Literally stripped of restraints, his skin absorbs the warm light of freedom.
The protagonist wears a pair of Ray-Ban Marshal. This Ray-Ban icon is the modern take on the tribute to the pioneering spirit of lieutenant Douglas MacArthur, launched in 1987.
2. She’s her own person and on the road she can finally express that true self. With the wind in her hair and no fixed destination, the protagonist embraces the cool thrill of the unknown.
She wears a pair of Ray-Ban Wayfarer Blaze. Ray-Ban’s mirror block reinvention of their iconic 50s design is beloved of musicians, celebrities and adventurers.
3. With his dog and guitar for company our protagonist takes the road less travelled. He’s on a journey of self-discovery, and he’s not looking back.
The protagonist wears a pair of Ray-Ban Hexagonal. The slim profiles of this new acetate optical shape give the iconic hexagon a new dimension. Featuring contemporary angles and vintage-inspired keyhole bridge, plus the classic Ray-Ban rivets and temple logos.
4. Hitching a trip to “everywhere”, our protagonist runs through early morning light, towards a new dawn of authenticity and self-realisation.
The protagonist wears a pair of Ray-Ban Aviator Evolve. The world’s most iconic sunglasses re-imagined withphotochromatic washed lenses that change colour density with light. Pink lenses recall the flamboyant 70s eyewear trends.
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.
