Ad Campaigns
Usha unveils Crafted for your Lifestyle campaign for its new iChef Air Fryers
Mumbai: Usha International, a consumer durables company, launched a new TVC for its iChef Air Fryers, marking the beginning of a comprehensive 360° media campaign for the hero product. Themed “Crafted for your Lifestyle,” the campaign highlights how the Usha iChef Air Fryers address the needs of today’s hectic routines, resonating with individuals striving to eat healthy, but finding it a challenge to prepare meals quickly, seamlessly bridging the gap between convenience and nutrition.
The 30-second TV commercial, shot by Illusionist Films, highlights the unique features of the iChef Air Fryer as the star of the show, replete with a borosilicate glass bowl and illuminated chamber as it churns out crispy samosas sans oil, vibrant grilled greens, and gooey lasagne, each promising a tantalizing journey of flavour. This tableau of delectable dishes highlights the versatility and innovation of modern cooking with the Usha iChef Air Fryer, inviting viewers to step into a world of culinary delight and wholesome goodness.
The campaign which kicks off on June 1, 2024, has a robust TV media plan including spots during the morning and evening prime time across all top English news channels as well as leading South news channels and is being aired in English, as well as vernacular languages – Tamil, Telugu, Kannada, and Malayalam – to maximize viewership and establish a strong connect with the target audience. This will be followed by a print campaign in leading newspapers in select cities and will be complemented with a digital campaign across leading social media and digital platforms, ensuring comprehensive coverage and engagement.
The user-friendly Usha iChef Air Fryer, with its advanced technology and precision engineering, allows for the creation of nutritious dishes that cater to the fast-paced needs of modern life. This campaign is intended to educate customers about the advantages of owning an iChef smart Air Fryer, highlighting its unique design, borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and variety of oil-free recipes it can cook.
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.
