Ad Campaigns
Saatchi & Saatchi Propagate’s campaign for UPES showcases the power of education
Mumbai: Saatchi & Saatchi Propagate, part of Publicis Groupe India, has conceptualised the launch campaign for UPES ON, a new entrant into the online degrees and learning space. This two-film campaign showcases inspiring stories of individuals who have transformed their lives with an additional online degree. The films have been shot in Hindi, English and Telugu for better reach.
The first film “Driving Tomorrow” highlights the remarkable journey of a man who, despite life’s challenges, chose UPES ON and went on to achieve great success. The second film “REBEL” features a girl who opted for UPES ON’s online education over traditional college, forging her own path as a decisive and independent thinker.
Saatchi & Saatchi Propagate EVP & business head Prachi Bali said, “We aimed to create a campaign that not only exhibited the transformative capability of education but also connected with the viewers on an emotional level. Through these films, we have knitted a yarn of touching and inspiring stories, each reflecting the success that comes with knowledge.”
UPES ON senior director global sales & marketing and business head Sumanth Palepu added, “The stories from the two campaigns, ‘Driving Tomorrow’ and ‘REBEL,’ highlight how education can make a big difference in people’s lives. Both campaigns tell us that education can shape your future, no matter how you choose to learn. UPES ON is all about supporting unique journeys and encouraging people to choose online degrees that match their dreams. It’s a call to action to rethink education and take charge of your own path in a world that’s constantly evolving and creating new and innovative ideas.”
Saatchi & Saatchi Propagate, creative director, ECD & Delna Dastur Sudarshan Sudevan further commented, “While UPES ON provides an opportunity to pursue online education, we focused on capturing the emotions experienced by students after completing their education. In the two films, we delve into emotions such as a profound sense of achievement and pride, coupled with the empowering feeling of creating one’s own narrative. These films help us strike a chord in the hearts of people, further making them want to pursue an online education.”
The campaign films are live and will have presence across digital platforms as well as in cinema halls.
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.
