Ad Campaigns
Tata Tea Agni’s new campaign celebrates the Selfless Josh of homemakers
Mumbai: Tata Tea Agni, a flagship brand from Tata Tea’s diverse portfolio, has launched a new campaign celebrating homemakers’ tireless spirit and unwavering energy, embodying the brand’s proposition ‘Josh Jagaye Har Roz.’ The new brand communication is a powerful tribute to the determination of every homemaker, who works round the clock to nurture and support her family to make their dreams come alive.
Passion takes many forms, each ignited by one’s unique spirit. It can be the bold roar of a sportswoman breaking barriers and challenging norms or the quiet, steadfast dedication of a homemaker.
The new Tata Tea Agni TVC highlights the daily contributions of homemakers who are driven by boundless passion and indomitable spirit. The film portrays a homemaker who rises before dawn, fuelled by unparalleled energy, to tirelessly support her family’s dreams. Her incredible dedication and fiery spirit are captured with the quote, “Itna Josh Kahan Se Laati Ho? Tabhi to tum Agni kehlati Ho.” This TVC brings alive the story of every homemaker, the backbone of the family, who ignites their own energy every day. Celebrated artist and powerful orator Ashutosh Rana lends his voice to this impactful TVC.
This aligns perfectly with Tata Tea Agni, renowned for its strong tea with 10 per cent extra-long leaves, offering a robust taste that fuels the energy and determination of its consumers.
Speaking about the launch of the TVC, Tata Consumer Products president of packaged beverages Puneet Das stated, “Tata Tea Agni is one of the largest brands under the Tata Tea portfolio, with a national presence. This new campaign is our effort to celebrate the homemakers in India who are also our core consumers. The energy and “Josh” of a homemaker is boundless and depicts the spirit of the brand Agni—the “Josh” within. This TVC is a salute to all homemakers for the special role they play in our lives.”
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.
