Ad Campaigns
Singapore Tourism Board launches global ‘Made in Singapore’ campaign
Mumbai: The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” (MIS) aimed at inspiring travellers to choose Singapore as their next travel destination. The campaign puts a fresh spin on the passion-made possible destination brand, spotlighting quintessentially Singaporean experiences, from iconic attractions to hidden gems, all of which are deeply rooted in the unique passions that characterise Singapore’s identity.
Speaking on the latest campaign, Singapore Tourism Board regional director – India, Middle East, South Asia & Africa GB Srithar said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”
Singapore Tourism Board assistant chief executive (marketing group) Kenneth Lim said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”
Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth. However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in Nov 2021 with over 3,000 respondents across 10 overseas markets found that over 60 per cent of people are looking for more purposeful travel, and close to 80 per cent of those planning for purposeful travel are looking for destinations that inspire them. The MIS campaign, therefore, aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring city in nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.
To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of MIS: where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.
The latest additions to Singapore’s destination offerings also reflect this quirky spirit. Imagine this: at Sentosa’s The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes a thrilling turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the newly minted cocktail bar at Pan Pacific Singapore, guests can savour fresh flavours inspired by local birds, offering a unique twist to the traditional cocktail experience. And for those seeking a one-of-a-kind culinary journey, Lou Shang, a hidden gem of a café, serves fusion dishes inspired by beloved local favourites, adding an exciting twist to familiar flavours. (Refer to Annex A for new, innovative experiences that travellers can look forward to in Singapore.)
MIS replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.
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.
