Ad Campaigns
Taproot Dentsu creates launch campaign for Firstpost’s print edition
MUMBAI: To launch the weekly print edition of Firstpost, the news, and media website/app from Network18, Taproot Dentsu, the creative agency from the Dentsu Aegis Network stable, has released a campaign that shows how digging deeper for the truth is so important, today more than ever.
The film takes a dig at the race for breaking news and the prevalence of sensationalism over incisive journalism. It is a dramatic take-down of modern journalism to show, by contrast, Firstpost’s comprehensive coverage of stories that need to be told and heard. The campaign has a TV and print leg to it.
Taproot Dentsu creative director Neeraj Kanitkar said, “The Firstpost weekly newspaper is a remarkable attempt at raising the bar for news reporting. While most other papers scramble from one story to the other, Firstpost gives every story what it really deserves – time. Thereby getting to the bottom of every story. The campaign capitalised on this distinct difference, which allows the Firstpost weekly newspaper to be the last word on the news.”
Network18 group brand advisor Rahul Kansal said, “We wanted to tell potential readers that our newspaper will offer an in-depth read in contrast to the breathless, superficial kind of news that has become the norm in the country. Rather than be preoccupied with breaking news in a half-cocked manner, we want to offer insights, analyses and well thought-through opinion. Taproot Dentsu responded with their usual brilliance and completely turned on its head, the usual paradigms in news. From rhetoric like 'breaking news' and ‘you read it here first’ to ‘proudly last’ and “last mover advantage.”
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.
