Ad Campaigns
Valvoline India kickstarts fourth edition of Mechanics’ month campaign
Mumbai: Valvoline Cummins Private Ltd (“Valvoline Cummins”), the pioneer in engine oil manufacturing and a prominent global lubricant provider driving innovation in mobility, has officially commenced the 4th edition of its Mechanics’ Month campaign, both globally and in India. This year’s campaign, themed ‘Mechanics Make the World Better,’ is aimed at honouring the efforts of mechanics and expressing gratitude for their indispensable role in keeping society functioning smoothly. The brand dedicates the month of March and ongoing efforts throughout the year to celebrate and empower mechanics, whose invaluable work enhances our lives in numerous ways.
The focus of this year’s initiative by Valvoline Cummins is to highlight the significant contribution of mechanics in enhancing the world’s functionality by ensuring the efficient operation of engines and vehicles. Through this campaign, Valvoline aims to inspire widespread participation in acknowledging and appreciating mechanics worldwide. Mechanics are instrumental in maintaining vehicles at their optimal performance levels, consistently demonstrating their expertise and dedication, often in demanding situations and at unconventional hours. They stand as the unsung heroes behind the smooth operation of every vehicle, serving as the backbone of the automotive industry.
Valvoline Cummins encourages individuals to join in this month-long celebration by expressing gratitude to their trusted mechanics for their unwavering commitment. The campaign will utilize various mass media platforms such as radio, digital channels, and on-ground activities to raise awareness about the invaluable contributions of mechanics and encourage people to convey heartfelt messages to their local mechanics.
As part of its ongoing Muskaan Scholarship program, Valvoline is extending educational support to children of truck drivers, mechanics, and underserved communities. The scholarship program, catering to students from 9th to 12th grade, aims to facilitate their academic pursuits. Notably, scholarship recipients will receive mentorship from company employees, who will dedicate their time to provide guidance beyond academic realms. To date, the scholarship has benefitted 3500+ children, with plans for further expansion.
Valvoline Cummins marketing head Ipshita Chowdhury remarked, “Last year, our focus was on recognizing mechanics’ pivotal role in sustaining societal functions. In 2024, we aspire to express gratitude to mechanics and inspire others to do the same, recognizing their indispensable role in ensuring the seamless functioning of our lives.”
Valvoline Cummins managing director Sandeep Kalia expressed enthusiasm for the fourth edition of Mechanics’ Month, stating, “We are delighted to launch the fourth edition of Mechanics’ Month, collaborating with mechanic professionals to celebrate their contributions to the automotive industry and recognize their vital role in keeping our engines running smoothly. In today’s fast-paced world, it’s imperative that we acknowledge and appreciate the efforts of mechanics in ensuring vehicle safety and performance, thus sustaining our way of life. Through these initiatives, we aim to raise awareness among consumers and express our heartfelt appreciation to mechanics for their dedicated service.”
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.
