Ad Campaigns
Reliance General Insurance decries Holi hooliganism
MUMBAI: Holi is perhaps India’s most popular international festival. With the onset of spring, India attracts film-makers and photographers from around the world, all of whom are keen on capturing their very own technicolour tales. But hidden amidst the euphoria, is an ugly side that often goes unnoticed – the licence millions of men give themselves to harass, grope and even molest women under the guise of colour.
As part of a women’s safety initiative, Reliance General Insurance has launched #HoliNotHooliganism. The intent being to focus attention on a largely ignored reality surrounding Holi festivities.
Campaign website: HoliNotHooliganism
Ogilvy Mumbai group creative director Burzin Mehta adds, “When students are hurled with sperm-filled balloons and forced to celebrate the world’s most colourful festival indoors, there’s a serious problem. Which is why it is almost inevitable to expose what the festivities camouflage. And we’ve done that by taking generic Holi pictures and stripping the colour off them. What we were left with churned our insides. But it is the unfortunate truth.
Reliance General Insurance CEO Rakesh Jain says, “Holi is one of India’s most beautiful festivals because it upholds the spirit of liberation. But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women. This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards women’s safety.”
#HoliNotHooliganism consists of a social media blitz as well as interactive posters at colleges across Mumbai and Delhi. In the hope that when the country celebrates Holi this year, its women will feel safe enough to get out of their homes and smear each other with colours of joy, not fear.
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.
