Ad Campaigns
Wunderman Thompson India conceptualises #WhatMakesUsOne campaign for The Times of India
Mumbai: The Times of India presents an epic film to celebrate the invisible thread that binds us all as one in spite of our diverse differences. The ektara that binds a billion voices into one song The Idea of India represented by the thread of light that embraces our differences and elevates our unity in diversity. The idea of the seamless thread that has held us all together as one nation over the 75 years of our Independence.
Created by Wunderman Thompson India, the campaign is live across national news media, social media and various digital platforms. “#WhatMakesUsOne” campaign has a unique hashtag that invites every Indian to participate and celebrate The Idea of India in their own way.
Commenting on the campaign, TOI & Languages brand director Kaustuv Chatterjee said, “Over the past decades, India has made rapid strides in various sectors, and this has fuelled a sense of pride in the nation’s growing stature in the world. In this context, TOI’s new initiative, “#WhatMakesUsOne,” focuses on the numerous unifying threads that comprise our Idea of India. Despite our diversity and multiculturalism, the threads that unite us also drive our growth in the world today. Just look at what’s happening in space-tech, defence, IT, sports or our cultural influence across the world. We hope this initiative will spark conversations and connections around “What Makes Us One,” as we prepare to celebrate our 74th year of becoming a republic.”
Wunderman Thompson India chief creative & film director Senthil Kumar said, “India was an idea long before it became a free nation. It was a song from a thousand years ago. It was the spirit of thousands of freedom fighters. It was written in blood by the thousands who laid down their lives for our freedom. It was the same thread of unity in diversity, adversity, and festivity. It is the same thread that continues to bind us as one nation, in spite of our diverse differences. It is the invisible ektara that stirs our souls and ignites our hearts. This binding thread of tolerance and inclusivity is represented as the thread of light cinematically and metaphorically in the powerful Times of India narrative form.”
Wunderman Thompson, Delhi sr. VP & managing partner Joy Chauhan added, “The Idea of India is a campaign that makes you pause and yet again fall in love with our magical nation. What makes us one is a question with over a billion answers. Its depth is unseen and uncharted. Today, with our potential and the will to lead this world, the Idea of India has never looked brighter. It was an opportune time to celebrate our diversity and “#WhatMakesUsOne.” We are proud to partner the iconic Times of India in this celebration.”
The thread of light travels across the country from Kashmir to Kanyakumari and Mumbai to Meghalaya at the speed of light, cinematically and metaphorically capturing a day in the life of India in split seconds through the medium of timelapse.
Over a thousand forms of the same thread of light adorn temples, churches, mosques, gurudwaras, monasteries, monuments and statues across India. Giant serial light forms highlight multiple religions and multiple regions, transforming the same thread of light through all our gods, angels, leaders, idols and stars to illuminate our villages, towns and cities.
Time travels with the same thread of light through trains, trucks, boats, rickshaws and seamless transitions from one location to another at the speed of light.
The Idea of India illuminated by the thread of light that binds all of India as one family, connecting the dots between our differences and uniting the collective soul of our country, blurring the boundaries between multiple religions, regions, cultures, languages, and festivals, and dissolving all our differences at the speed of light.
The visual thread for this film is the festival of lights captured by hundreds of cinematographers, drone photographers, and timelapse content creators across the country, from Navaratri lights in October to Diwali lights in November, Christmas lights in December, and Sankranti lights in January.
The musical thread of the invisible ektara elevates our ekta and binds the speeches of our inspiring leaders into one national narrative, delivering the timeline of India through song and speech, powered by the voices of Mahatma Gandhi, Subash Chandra Bose, Jawaharlal Nehru, Sardar Patel, Indira Gandhi, AB Vajpayee and Narendra Modi. All the voices in our head that set fire to our imagination with the Idea of India.
India is a melting pot of multiple cultures and multiple languages where people of all religions live together in harmony. The Times of India welcomes everyone in the world to come and grow with it as one family. Vasudhaiva Kutumbhakam. The whole world is one family.
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.
