Ad Campaigns
Rotary Club of Bombay Seacoast and Frido unite to honour army veterans with comfort
MUMBAI: The Rotary Club of Bombay Seacoast, in collaboration with Frido, has donated advanced electric wheelchairs to the Queen Mary’s Technical Institute (QMTI), Pune, an institution that has been rehabilitating and training disabled soldiers from the Indian Army, Air Force, and Navy since 1917. The initiative aims to honour the courage and sacrifice of India’s paraplegic veterans while restoring their independence and mobility.
The collaboration, made possible through the Rotary Club’s network and the generosity of its supporters, along with Frido’s expertise in mobility solutions, ensures that the beneficiaries receive equipment designed for maximum comfort, portability, and ease of use. By combining the Rotary Club’s legacy of community service with Frido’s innovation, the effort goes beyond a gesture of support, it’s a commitment to dignity and inclusion for those who have served the nation.
Speaking on the occasion, Sunil Devnani, President, Rotary Club of Bombay Seacoast, said, “These wheelchairs will help them lead a life of dignity, independence and comfort, while also reminding them that their sacrifices are never forgotten.”
Frido’s journey began under Arcatron Mobility with a mission to give dignity and independence to people with mobility challenges. The company’s first breakthrough came when it designed a wheelchair for a Paralympian, a project that not only sparked innovation but also revealed a deeper calling: to create world-class mobility solutions for individuals with disabilities, helping them live life on their own terms.
Speaking on the initiative, Frido, co-founder & CEO Ganesh Sonawane said, “This collaboration with the Rotary Club of Bombay Seacoast has given us the opportunity to contribute towards the wellbeing of the brave soldiers who have served our nation without ever seeking anything in return. It is our privilege to play a role in restoring independence and comfort in their lives, and we are grateful for the chance to make a meaningful difference.”
Part of Frido’s CSR efforts and the ‘Find Your Frido-m’ campaign, and in honour of Independence Day, this collaboration reflects the brand’s vision of giving veterans the freedom to live with dignity and on their own terms. With its expertise in mobility solutions, Frido, alongside the Rotary Club of Bombay Seacoast, is championing mobility and inclusion, showing how such partnerships can transform lives.
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.
