Ad Campaigns
Where you place your ad impacts its effectiveness: Magna, Pinterest study
MUMBAI: In a revelatory study that turns traditional media buying on its head, research by global media investment and intelligence company Magna and Pinterest has uncovered a tantalising truth: where your ads appear matters almost as much as the ads themselves.
The revealing research, conducted across multiple platforms and involving over 6,200 participants, reveals that a positive advertising environment can supercharge brand metrics by up to 94 per cent. Think of it as media magic – the same creative can perform dramatically differently depending on its digital neighbourhood.
Key findings include:
* Trust and safety remain the top drivers of purchase intent
* Positivity trumps entertainment as a performance catalyst
* High-ticket items see the most dramatic uplift in purchase intent
Brands can effectively juice their marketing performance by:
* Knowing their audience’s definition of positivity
* Using contextual targeting to place ads alongside uplifting content
* Creating inclusion lists with media partners that reflect brand values
The study’s neuroscience component adds scientific sizzle, showing that positive environments create a 20 per cent increase in “lean-forward” moments – essentially, viewers who are more engaged and attentive.
Most provocatively, the research suggests brands can generate 24 per cent more sales by simply being more thoughtful about media placement – without spending an extra penny.
The message is clear: in the digital advertising ecosystem, happiness isn’t just a warm gun – it’s a revenue-generating weapon.
To get further details of the study click here
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.
