Ad Campaigns
Something Special signs Courtney Boyett to script global sales success
MUMBAI: When a company’s called Something Special, you expect its hires to be nothing short of headline-worthy. True to form, the Seoul-based format agency has brought on Courtney Boyett as senior manager of global sales, adding a bilingual edge and a globe-trotting flair to its international ambitions. Boyett steps into the role after a stint at Kiwi Vine, where she spearheaded business development in webtoon localisation and edited stories for global audiences. A fluent speaker of both English and Korean, she began her career as a translator and researcher, giving her a strong cultural bridge that fits neatly into the DNA of a format specialist.
Armed with a business degree from Alabama’s Troy University and time at Inha University in Seoul, Boyett has lived across the U.S. and Korea while racking up stamps from extensive travels, an experience that may come in handy as she takes Something Special’s formats to markets worldwide.
True to form president and executive producer Jin Woo Hwang couldn’t hide his enthusiasm: “Courtney will no doubt deliver great results with her sparkling personality and expertise. After my recent MENA trip, our sales arm is primed for expansion.”
True to form co-founder EVP & head of content Insoon Kim, echoed the sentiment: “When I first met Courtney at Hong Kong Filmart, I was immediately impressed by her professionalism and bright character.”
For Boyett, the feeling is mutual. “I’m excited to work with Insoon, Jin and the team at Something Special and look forward to sharing their innovative formats with the content world at several markets,” she said.
With Asia’s format exports booming and Something Special sharpening its global push, Boyett’s appointment is both timely and telling: this is a format house with no intention of staying local.
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.
