Ad Campaigns
Wired for Gold Goldmine wins big in London for fiery APAR campaign
MUMBAI: This Diwali, the spark wasn’t just in the firecrackers, it was in APAR’s Fire Protekt campaign, which lit up the international stage and earned Goldmine Advertising a golden nod at the B2B Marketing Awards in London.
India-based Goldmine Advertising, a member of the global E3 Network, scorched through stiff global competition to win Gold for Best Overall Creative Work and Silver for Overall B2B Marketing for its campaign promoting Anushakti Fire Protekt by APAR Cables, a cable that promises safety even in the heat of danger.
What set this campaign ablaze wasn’t your standard insulation jargon. Instead, it cleverly tapped into festive emotion and human insight, a refreshing twist for the wire-and-cable industry typically powered by technical speak. The digital-first campaign married cultural nuance with cutting-edge technology highlighting APAR’s heat-resistant eBeam insulation and a bold 70-year performance promise.
APAR Cable Solutions CEO Shashi Amin said, “APAR Fire Protekt represents a significant breakthrough in our safety-focused product line, as APAR continues to diversify its portfolio with solutions that provide both protection and peace of mind. As one of India’s top 5 manufacturers of cables and wires, our collaboration with Goldmine has produced innovative marketing campaigns that showcase this revolutionary product.”
He further added, “I’m delighted to share that our planned campaign has been tremendously successful, even garnering international recognition. My sincere appreciation goes to the entire APAR Marketing & Goldmine team for their exceptional creativity and visionary ideas that helped bring this success to fruition.”
APAR Cable Solutions General Manager for Marketing Shhailja Chopra, said, “In the B2B space, digital campaigns must do more than inform, they must differentiate and connect. Our goal was to align messaging with our channel strategy while showcasing the power of our eBeam technology, which delivers heat-resistant insulation with a 70-year promise.”
Goldmine Advertising CEO Pratik Singla added, “We’re proud to represent India on a global stage among 27 agencies from 20 countries. APAR is a phenomenal brand, and this recognition is a celebration of the power of bold, insight-led B2B creativity.”
From copper cores to core emotions, this campaign proved that even the most grounded industries can go global when creativity is allowed to spark.
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.
