Ad Campaigns
The Content Lab launches new campaign – Bandhan
Mumbai: Mumbai-based content studio and digital marketing agency, The Content Lab is all set to launch an exciting new bridal jewellery campaign titled ‘Bandhan’ for the nearly nine-decade-old diamond jewellery brand Kirtilals. The new campaign will throw the spotlight not only on the bride but also on her invaluable support system – her tribe, who play an integral role in her journey towards matrimony be it her mother, sister, grandmothers or other female members.
The ‘Bandhan’ campaign is meticulously crafted & produced by The Content Lab to help Kirtilals expand its presence beyond the South Indian market where it is very well established, while also making its up-to-date jewellery pieces attractive and relevant to young buyers across India. The campaign seeks to redefine traditional narratives by shifting the spotlight from the singular route of the bride being the anchor alone, to the others who are also an integral part of the wedding journey.
As a purveyor of exquisite diamond jewellery, Kirtilals has earned a distinguished reputation for its impeccable craftsmanship and timeless designs and is committed to creating heirloom pieces that capture the essence of love and celebration.
“We are thrilled to collaborate with The Content Lab to unveil this unique bridal jewellery campaign,” said Kirtilals creative director Seema Mehta. “At Kirtilals, we believe that jewellery is more than just adornment – it is a symbol of love, unity, and cherished memories. Through this campaign, we are proud to celebrate not only the bride but also the cherished relationships that form her tribe.”
“We are excited to partner with Kirtilals yet again to bring this campaign to life.” remarked Karthik Krishnan, Executive Creative Director of The Content Lab that has been the creative partner agency for Kirtilals three years in a row. “The bride feels the most joy and ease when she knows her bride tribe has her back. They play a pivotal role in every wedding, and it is our privilege to shine a spotlight on these unsung heroes.”
The bridal jewellery campaign is showcased in the form of a film and captivating visuals that highlight Kirtilals’ exquisite diamond jewellery collections. As part of the campaign,
Kirtilals and The Content Lab will engage with audiences across digital and integrated platforms, inviting them to share their own stories of love and togetherness.
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.
