Ad Campaigns
Reebok shows that bruises can be good
MUMBAI: Reaffirming its position of being a tough fitness brand, Reebok India has launched an engaging social experiment on International Women’s Day that makes a compelling statement on societal insights. Being a proud women-first brand, with a rich combat training history, Reebok undertook a powerful experiment – Bruises can be good – that tapped into specific cultural and social conditioning to spark conversations to bring about a legislative change in the country.
According to the National Family Health Survey (NHFS-4), every third woman in India, since the age of 15, has faced domestic violence of various forms with 27 per cent women experiencing physical violence. Making a strong critique, the campaign unravels existing societal insights on violence and assault.
Conducted in Mumbai with select participants across both genders, spanning age groups, the experiment invited them to observe a young woman, marred with bruises. The audience reaction varied from “must be some horrid accident”, “victim of domestic abuse” to “terrible outcome of eve teasing”. In a sudden movement, the bruised girl in the film stands up to perform a martial art move, surprising the audience and undoing their reactions to her bruised body. With a voice over, it is revealed that she is a combat athlete and that her bruises are “good” as they are a proof of her strength that enables her to defeat an opponent in combat.
Highlighting that most of us perceive bruises and marks on women to be a result of violence, Reebok has made a petition on Change.org to make self-defense a mandatory part of school and college curricula for female students; Reebok wants to send this to the Ministry of Women and Child Development and is calling out to everyone to sign this petition. Reebok partnered with e-commerce portal Myntra to spread awareness about the cause and the petition that leads it.
People can sign up for this petition at: http://www.bruisescanbegood.com/
Reebok India senior marketing director Silvia Tallon says, “Our idea behind the campaign was to showcase the skewed lens with which our society views bruises and women. The engrained perceptions of bruises being violence inflicted shadows the inner strength of the woman and allows us to undermine them. Since combat training is in our brand gene, Reebok honours these bruises as a mark of physical strength and mental toughness that can face any challenge.”
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.
