Ad Campaigns
Tata Realty #InspiresInclusion with its latest Women’s Day campaign
Mumbai: As a part of its commitment to promote diversity and inclusion, this Women’s Day Tata Realty & Infrastructure Ltd., a leading provider of office parks, unveiled a thought-provoking campaign titled ‘Deserved – Reserved.’ This visually impactful campaign aimed to ignite important conversations about gender equality by reimaging the classic game of chess, conventionally perceived to be male-dominated.
The campaign disrupts traditional perceptions of Chess by installing larger-than-life Chess sets at Intellion Office Parks engaging 70,000 tenants across its four campuses. Notably, half of the pieces, painted in pink, demonstrated an equal representation of women in the army, all while adhering to the game’s original rules. After each game, the board displayed female warriors, symbolizing that genuine victory necessitates equal participation from all. This underscored the notion that positions of power should be Deserved and not Reserved.
Furthermore, taking this campaign beyond Intellion Office premises, customized Chess Sets will be shared with important stakeholders of various industries to spark meaningful conversation across sectors.
The campaign has expanded across various platforms, featuring compelling illustrations that highlight the stark under-representation of women. For example, depicting an army composed of only 2 women out of 32 warriors serves as a powerful symbol, emphasizing the central message: Chess, often seen as a power game, mirrors the gender exclusion prevalent in our society, where victory hinges solely on the king’s checkmate, leaving only one woman in the army.
“To foster equality, it’s imperative to safeguard women’s rights and promote #InspireInclusion, prompting us to rethink established systems, as exemplified by these Chess sets. To build a fair world, we must secure women’s rights and #InspireInclusion, reimagining existing systems. Every chess game played on this unique board serves as a catalyst for meaningful dialogues, ultimately forging a more inclusive world.” said Sanjay Dutt, MD & CEO at TATA Realty & Infrastructure Ltd.
The campaign was live on 8 March, 2023 where the life-sized installations were put up across Intellion office parks encouraging India-wide participation from employees, occupiers, and other stakeholders. Through this proactive move, Intellion offices by Tata Realty hopes to dismantle conventional stereotypes surrounding women in the workplace and endeavours to demonstrate that women deserve equal recognition and standing alongside men in every professional achievement and setting.
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.
