Ad Campaigns
“Saath saath naye Prabhat ki or –” – Prasoon Joshi pens lyrics for PRADAN’s anthem on collaboration
Mumbai: Celebrated lyricist and Padma Shri Award winner, Prasoon Joshi, known for his popular, chart-busting songs of Bhaag Milkha Bhaag, Rang De Basanti and Taare Zameen Par, to name just a few, wielded his magic to write the lyrics for PRADAN, a leading NGO in the country working with tribal and backward communities. The “Anthem” celebrated the spirit of collaboration and working together – a value PRADAN espouses in all the development work it engages in. Prasoon’s strong social conscience is reflected in the work he has earlier done for campaigns like Malnutrition, Polio Eradication, Women Empowerment, Child Rights, Swachh Bharat and more.
PRADAN executive director Saroj Kumar Mahapatra said, “Collaboration and partnerships are key to PRADAN’s growing outreach among the tribal and rural women that we work with. Over our 40 years of working with marginalized communities in the Central India Tribal belt, we have partnered with over 110 Civil Society Organizations, more than 70 Foundations, Private Philanthropies and Corporations and various National, State, District and Local government institutions to multiply the impact of the government’s development schemes and programs. The anthem penned by Prasoon Joshi is our celebration of that spirit of working together, and of empowered communities who have striven continuously to carve out a brighter future for themselves, and for the societies that they live in”.
“Song composition and film production are highly collaborative efforts, and the magic happens only when various parts of the team come together seamlessly to create a symphony of sorts. I am highly appreciative of the part that PRADAN and many such organizations are playing in supporting sustainable, inclusive development work in the country by coming together, thinking together and working together to help India realize some of its SDGs while engaging with communities at the grassroots and finding local solutions for local problems. The anthem is my way of showing support to the cause of collaborative problem solving”, reflected Prasoon on his motivation to pen the anthem lyrics.
Indian filmmaker Kireet Khurana winner of six president’s National Film Awards and 18 international awards for his cinematic works, who directed the film under his banner – Climb Media, exuded, “Conceptualising the film was a challenge as development work is so profound and generational changing that it is difficult to capture its widespread impact. Executing the film was another major challenge, as I wanted to cast the actual tribal villagers that PRADAN and its partner organizations work with, and get them to do role plays, without making the film look contrived. It was also my responsibility to make the film stimulating without losing its earthy and realistic feel. Prasoon’s soulful lyrics really helped elevate the visualisation to the next level. I hope the film will motivate development agencies and communities to work together to empower and help transform the lives of the people in what was hitherto an impoverished hinterland.”
The film captures the empowering essence of collaboration, even as it briefly “Relives” the moments of self-doubt that the underserved, marginalised communities are faced with while looking to create a better future for themselves. The film, strung together by a highly inspiring song, traverses the journey of the state (sarkar), funding organizations (bazar) and the civil society (samaj) actors coming together to support the communities to help them realize their vision of a better, brighter tomorrow (“Naya prabhat”).
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.
