Ad Campaigns
Tetra Pak gives Mumbai a new recycling anthem
MUMBAI: Tetra Pak recently launched a quirkly new ad to inspire Mumbaikars to recycle their Tetra Pak cartons. A part of Tetra Pak’s on-going consumer awareness campaign ‘Carton Le Aao, Classroom Banao’ this rap is composed by popular rapper, Emiway Bantai, who enjoys a fan base of over 1.5 lakh Mumbaikars across social media platforms.
The rap is all about how Mumbaikars can simply deposit their used Tetra Pak cartons at any of the deposit centres set up by Tetra Pak across Mumbai. These cartons are then recycled to create classroom desks and other useful things for schools for the lesser-privileged.
South and South East Asia communications director Jaideep Gokhale said, “Sustainability and recycling are an intrinsic part of our organisational ethos. We have been working ahead of the curve for over 15 years to set up a viable recycling ecosystem for our paper-based cartons. Today, Mumbai has more than 175 deposit centres for used cartons, and we urge Mumbaikars to make the most of these and bring back their used cartons for recycling. We hope that this quirky, yet inspiring, rap video will take our message to millions of Mumbaikars, and inspire them. Our message is simple – bring us your used cartons, and we will recycle them to create something useful.”
Today, Mumbaikars can deposit their used cartons at 45 Reliance Retail and Sahakari Bhandar outlets and over 130 other deposit points across the city of Mumbai. This initiative is designed to mobilise consumers to make a behavioural change and create a positive environmental impact.
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.
