Ad Campaigns
Tata Wiron’s latest campaign #RozaanaKiDhun hails India’s resilience
MUMBAI: Steel wire manufacturer Tata Wiron has launched #RozaanaKiDhun, a digital film that gives a shout-out to the resilience of ordinary Indians.
The two-minutes long film depicts how the spirit of ordinary people has kept the country’s economy up and running amid the pandemic when everything else seemed bleak and uncertain.
The film, released on Tata Wiron’s Facebook and YouTube channels, has been conceptualised by the Company’s digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. It features lyrics written by Varun Grover with Swanand Kirkire’s rendition, alongside the duo Mayukh-Mainak who composed the music.
“Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic,” says Global Wires India chief of marketing and sales Vivek Chauhan. “We see this reflected in our products as well – they enable resilience & strength in structures & ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow.”
“It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences – especially the quietude of inactivity – that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival, and optimism of every Indian is what #RozaanaKiDhun is all about,” says Fickle Formula co-founder Suman Sen, who has also directed the film.
“#RozaanaKiDhun represents the soft yet strong voices of India’s small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,” says YellowBulbs co-founder and CEO Vivek Modi.
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.
