Ad Campaigns
TBWAIndia looks at the elusive lives of Gen Z beyond what they portray to the world
Mumbai: TBWAIndia’s team has closely tracked and analysed changes in the world of Gen Z in their latest article, ‘The Wizards of Finding Zen’. The article offers an atypical perspective on Gen Z through the lens of social conscience, self-conduct, learning, interaction with the world and identity.
This article captures how Gen Z’s upbringing and interaction with the internet has transformed how they view the world and gain information. It further dives into what brings them a sense of belonging, what they seek and more.
Born and brought up in the internet age, today’s 17-21-year-olds are politely opinionated know-it-all’s.
Much like wizards of yore, with a swish of their wand or swipe on their phone, these young adults have answers to all the world’s pressing questions. They are self-sufficient and about the most sorted any college-going student ever has been.
This article aims to identify overarching shifts that have taken place for this ‘Wiz-Gen’ in their interaction with the world and themes for 2023 for brands to consider and act upon.
As the world around them continues to go through constant upheaval and change, Gen Z having more practice than any other group, have learnt to ride the wave to their rhythm and even cause ripples in the ocean when necessary. Here’s a generation that truly appears as frivolous as the top of an iceberg while the world keeps missing its depth.
“Every generation imagines itself as different than the others yet bears resemblance to their predecessors, if not the immediate ones. The younger gen z are strikingly different from the millennials, yes. But in their pragmatic way to negotiate change, do they have an uncanny resemblance to the baby boomers? Are they the 2023 version of the baby boomers? Worth a thought.” says TBWAIndia chief strategy officer Amit Kekre.
TBWAIndia CEO Govind Pandey adds, “Gen Z never ceases to astound us. It’s truly captivating to witness their profound influence on culture and the unconventional spaces they choose to cultivate it. From clandestine speakeasies to intimate verandahs, the locations where culture takes shape speak volumes. This paper delves into the enigmatic realms of our contemporary obsession—the generation that occupies countless conversations.”
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.
