Ad Campaigns
Tonic Worldwide’s Smile Train campaign wins triple honours at Shorty Awards
Mumbai: Tonic Worldwide, a leading digital-first creative agency, has celebrated a momentous win at The Shorty Impact Awards 2024, clinching three prestigious accolades for its transformative collaboration with Smile Train. The groundbreaking campaign focused on inclusivity and representation, earning recognition in the following categories:
● Audience Honor for Diversity, Equity & Inclusion
● Gold Honor for On a Shoestring Campaign
● Audience Honor for On a Shoestring Campaign
The initiative introduced the first cleft-inclusive image repository on Shutterstock, challenging the norms of representation in visual communication. The repository serves as a readily accessible resource for brands and organisations to use in everyday communication, enabling the seamless adoption of cleft-inclusive visuals across industries such as water purifiers, FMCG, and BFSI.
This innovative campaign underscores Tonic Worldwide’s mission to drive societal progress through creativity. By creating an inclusive visual repository, the initiative has empowered brands to integrate authentic representation into their messaging, fostering narratives of diversity and empowerment.
Speaking on the achievement, Tonic Worldwide, co-founder & chief creative officer, Sudish Balan said, “These honours at The Shorty Impact Awards reflect more than just creative excellence—they underscore the importance of purposeful storytelling. With Smile Train, we didn’t just create an image repository; we built a tool for change, challenging the norms of representation in visual communication. This initiative is proof that even on limited resources, creativity can create ripples of inclusion and inspire brands to rethink how they engage with diverse audiences. This win is a reminder of the transformative power of ideas rooted in empathy.”
Smile Train, SVP & regional director for Asia, Mamta Carroll added, “The Shorty Impact Awards are validation of the power of inclusive storytelling and its ability to shift perceptions. By creating a repository that highlights the beauty and strength of women with a facial birth difference, we’re not just challenging stereotypes—we’re offering a platform for greater visibility and empowerment. This campaign has proven that even small steps can make a big impact when creativity and empathy come together for a common cause.”
The success of this campaign highlights the role of creativity in fostering inclusivity and advancing social change, reaffirming Tonic Worldwide as a leader in impactful storytelling.
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.
