Ad Campaigns
Times Bridge and Girl Effect come together to empower young girls in India
MUMBAI: Times Bridge, the global investments and partnerships arm of The Times Group of India, today announced its strategic partnership with Girl Effect, an international non-profit organisation that works to empower adolescent girls to change their lives. The partnership will accelerate Girl Effect’s India focused plans.
Founded by the Nike Foundation in 2004, Girl Effect is now an independent organisation working from nine global locations and active in over 50 countries. Using a unique understanding of girls and innovative behaviour change science, Girl Effect has a globally-proven journey to create media brands that girls love, with content that is entertaining, informative and relevant to them.
In India, Girl Effect has a 15-member team of digital-media, brand and gender experts based in Mumbai focused on creating digital-first content that is co-created with and for girls. Working with partners to drive demand and link to information and services available, Girl Effect India’s branded media content is designed to debunk myths, challenge gender stereotypes and change behaviours so that girls are equipped with the right skills and confidence to make decisions about their future.
Through the partnership, Times Bridge will support Girl Effect India across the board – from market partnerships and the creation of an India Advisory Board to activating public advocacy initiatives and more – as it seeks to create a generation of girls who are able to define their own trailblazing journey and become a part of the India growth story. To date, Times Bridge has already initiated strategic alliances with national and regional influencers to advance awareness of Girl Effect’s work in India. Drawing on the resources of the Times Group, this partnership will also focus on bringing onboard culturally relevant distribution platforms and facilitating conversations with stakeholders – both public and private.
Commenting on the new association, Times Bridge CEO Rishi Jaitly said, “Times Bridge’s mission is to bring the world’s best ideas to India and share India’s best insights with the world. Girl Effect is a bold idea, and one that has proven itself by successfully launching compelling youth brands around the world. We at Times Bridge are honoured to bring to bear our resources to build on recent momentum and advance Girl Effect’s mission across India.”
Girl Effect CEO Jessica Posner Odede said, “We are delighted to have the support and confidence of Times Bridge as we launch in India. This partnership will accelerate our ability to scale and grow Girl Effect India, facilitating new partnerships that ultimately enable us to empower more girls to make positive choices. Girls in India face many barriers to reaching their potential – simply because they are girls – and negative norms, experienced in adolescence, will go on to impact a girl’s place in society for the rest of her life. With the digital revolution in India, there is now an unprecedented opportunity to use media and mobile at scale to empower girls to transform their lives. I’m grateful to Rishi and the team at Times Bridge for supporting us on this journey.”
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.
