Ad Campaigns
Thrissur’s ‘Mystery Box’ sparks viral curiosity
MUMBAI: In a bold and innovative move that’s turning heads in the advertising and sports marketing world, Thrissur Titans, one of the most followed franchises in the upcoming Kerala Cricket League, rolled out a unique pre-launch campaign built around a “Mystery Box”. Over a period of three days, this unbranded, cryptic installation kept appearing at key public spots across Thrissur, sparking widespread intrigue both on-ground and online.
The campaign, conceptualised and executed by Emurge Sports and Popkon Creatives, was a meticulous blend of experiential guerrilla marketing and digital virality. The box travelled across the city from parks to tea shops, cultural landmarks to crowded junctions before finally making its way to the jersey unveiling venue, where a crowd of fans had gathered, drawn in by the growing speculation and curiosity.
“The idea was simple but powerful: create a story the city can feel part of. We didn’t want just a just a cliched jersey reveal we wanted a shared moment, a city-wide participation in a build-up that felt like a live story unfolding in real time. In a time when every brand is screaming for attention, silence and suspense worked louder than noise for us.” said Vipin Nambiar, founder of Emurge Sports, the brand IP and strategy partner behind the Titans campaign.
Candid content captured by the ground team showed passersby photographing, speculating, and even creating their own theories about the box’s purpose. This real-world engagement was mirrored online, with local influencers and fans joining the chatter turning the campaign into a case study on how to marry physical activations with digital storytelling.
“For us, it was about triggering imagination. We didn’t plaster hoardings or do countdown posts. Instead, we placed a box. The audience did the rest,” added Ratheesh Menon, founder of Popkon Creatives.
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.
