Ad Campaigns
Tourism Ministry launches new ‘Atithi Devo Bhava’ TVCs starring Aamir Khan
NEW DELHI: A new series of television commercials (TVCs) on the theme of ‘Atithi Devo Bhava’ with actor Aamir Khan were launched here by the Tourism Minister Mahesh Sharma.
A brochure titled “India – the Land of Yoga” was also launched at the function organized in New Delhi.
The four films made on the theme of “Atithi Devo Bhava” spread awareness about ways to extend hospitality to tourists visiting India by adopting an honest and helpful attitude, as well as maintaining cleanliness and hygiene.
Khan is the brand ambassador for these films, which have been directed by adman Prasoon Joshi.
Joshi said, “‘Atithi Devo Bhava’ is the core of our culture and we must promote is as our USP for the purpose of tourism.”
The four films launched today will be telecast on various television channels to spread the message across the country. The films also aim to educating people about the importance of tourism and touristic values.
While launching the brochure “India- the Land of Yoga”, Dr Sharma said that the celebration of International Yoga Day is a matter of pride for India and many countries of the world are supporting us in this endeavour. The brochure on Yoga includes details of Yoga destinations, which will help to promote Yoga as a tourism product.
Dr Sharma thanked Khan and Joshi for making these films and helping in boosting the image of tourism in India. He said that security, hospitality and cleanliness are the main strengths of tourism in India and the Ministry is working on a mission mode to achieve these objectives.
The Minister also said that the Indian Government has launched a Helpline 1363 or 1800-111-363 to help the foreign tourists and guide them on their arrival in India. The helpline will be available in 12 foreign languages within a month to facilitate the foreign tourists. Currently, the Helpline is available in Hindi and English.
The Minister also announced the setting up of a National Medical and Wellness Tourism Board to boost medical tourism in India. “The Board will help to bring together and showcase on an international platform the various streams of medicine available in India including Ayurveda, Yoga, naturopathy, Unani and low cost allopathic treatments,” Dr Sharma added.
In another important step to promote tourism, Dr Sharma announced four new theme based circuits under the Swadesh Darshan scheme that will be developed in the next year. These four circuits are Wildlife Circuit, Spiritual Circuit, Desert Circuit and Ramayana Circuit. These four circuits will be in addition to the five circuits already being developed by the Ministry of Tourism.
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.
