Ad Campaigns
Valvoline India announces Keeping The World Turning campaign
Mumbai: Global lubricant manufacturer Valvoline Cummins Private Limited (“Valvoline Cummins”) has initiated the third edition of the mechanic month campaign globally and in India. The campaign revolves around the theme; ‘‘Keeping the World Turning” and aims to celebrate the effort of mechanics and thank them for their dedicated endeavours to keep the world turning.
This year, Valvoline Cummins aims to honour the contribution of mechanics in keeping the world’s engines turning and inspire people to join the month-long celebration to thank mechanics globally. Mechanics play a crucial role keeping our vehicles in optimal condition. Their expertise and required care help keep our vehicles functioning at their peak performance. Time and again, mechanics have proved their value to the society with their everyday attitude to fix the minutest of issues that have cropped up at odd hours and even caused an emergency. Behind every moving vehicle is a trusted mechanic who will forever be the backbone of the automobile industry.
Through this initiative, Valvoline Cummins is inspiring people to show appreciation to their mechanics for their relentless efforts in keeping the world turning. The campaign, which will be carried out on various mass media platforms such as radio, digital and on-ground, aims to sensitize people about the hard work that mechanics put into caring for our vehicles and encourage them to extend heartfelt messages to their trusted mechanic.
To further thank the community, Valvoline has provided education to the children of truck drivers, mechanics, and underserved people under their ongoing initiative Muskaan Scholarship programme. The scholarship aims to support the education of children between 9th and 12th standard. With the help of the scholarship, many children have been able to score excellent results. Additionally, the scholarship awardees will be mentored by the employees of the company, who will take dedicated time out of their working hours to help them with other aspects of life. The scholarship has been granted to more than 1250 children, with more to come.
“Last year, the campaign focused on recognising the contribution of mechanics in keeping the world moving forward” said Valvoline Cummins head of marketing Ipshita Chowdhury. “In 2023 we want to thank mechanics and inspire people to do the same for their crucial role in keeping the wheels of our life ever turning.”
“It gives us immense pleasure to announce the third edition of Mechanic Month as we join hands with mechanical professionals to celebrate their contribution towards the automobile industry and acknowledge their pivotal role in keeping our engines running smoothly” said Valvoline Cummins MD Sandeep Kalia. “In this fast-paced world, we often forget to recognize the efforts of mechanics in vehicle safety and performance that keeps our life safe and moving. We believe that through these campaigns we can encourage consumers to realize and thank mechanics for their dedicated service and make them feel special for their valuable work. We, at Valvoline, express immense gratitude to mechanic workers in keeping India turning and forever steering towards growth and development.”
Valvoline has long been a supporter of mechanics through various programs and campaigns throughout its more than 150-year history. Since the inaugural launch of the ‘Mechanics’ Month’ initiative in 2020, participation has grown from 15 countries to an additional 50 expected for this year’s observance. Valvoline leadership credits Mechanics’ Month’s overall uniqueness in the category and its broad reach and relevance as catalysts for increased adoption around the world.
In India, Valvoline Cummins manufactures a wide range of fluids, viz., engine oils, gear oils, radiator coolants, brake fluids etc. for engines made by various OEMs. Valvoline Cummins firmly believes that its growth potential lies in the quality of execution, power to innovate and in its resolve to remain a step ahead of market demands.
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.
