Ad Campaigns
Smile Train’s campaign celebrates beauty and inclusivity on National Lipstick Day
Mumbai: National Lipstick Day, celebrated every 29 July, is not just a celebration of a cosmetic product, but also the confidence and strength it symbolises. July is also National Cleft Awareness Month. Smile Train, world’s largest cleft charity, saw this as an opportunity to spark meaningful conversations surrounding the importance of inclusivity and representation for individuals with clefts.
The campaign, conceptualised and executed by Tonic Worldwide for Smile Train India, is centered around the story of four beautiful women with cleft. These women have lived with apprehensions all their lives and have worn a bright lip color for the first time in their lives during the shoot of this campaign. Not just these four women, but most people born with cleft, live with apprehensions when it comes to embracing their beauty. Overall, the initiative showcases the transformative power of confidence and self-acceptance, underlining the significance of celebrating diversity and embracing every individual’s unique beauty.
Talking about the campaign, Smile Train’s senior vice president and regional director for Asia Mamta Carroll said, “At Smile Train, we believe that no matter who you are or how you smile, your unique face deserves to be celebrated. As a cleft-focused organization, we work closely with cleft affected individuals as they navigate their journey from cleft to confidence. National Lipstick Day is just one such occasion to celebrate the courage of our cleft warrior women! We are delighted to partner with Tonic Worldwide to bring focus on the stigma around clefts with this unique and powerful campaign.”
“Beauty, I believe, is absolutely personal. Imagine thinking twice about wearing a fun, pop colour that you love! That’s not right. You can’t find an image of a person with a cleft wearing a bright lip colour online. That’s not right! During the shoot, it took just one person (model) to wear a bright lip colour and that brought a smile to everyones’ face. From there on, it was all excitement, laughter and pouts. It’s pretty simple, it all starts with representation – which neither makes you too bold, nor too subtle – just normal. We’ve tried to take a small step. Hope it becomes a giant leap someday,” shared Tonic Worldwide creative director Josna Joseph.
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.
