Category: Ad Campaigns

  • Poonam Wahi Films & Lowe Lintas collab with Dollar Industries Ltd for their latest campaign

    Poonam Wahi Films & Lowe Lintas collab with Dollar Industries Ltd for their latest campaign

    Mumbai: Poonam Wahi Films is proud to have collaborated with Lowe Lintas and Dollar Industries Ltd on their latest campaign, “Welcoming Monsoon Without Hesitation”. The film, directed by renowned director Arko Provo Bose, is a visually stunning recreation of a 16th century Mughal era setting, with a modern twist.

    The campaign takes viewers on a journey through time, transporting them to the majestic courtyard of emperor Akbar’s court, where the famous musician Miyan Tansen sings his timeless raga, “Miyan Ki Malhar”, to invoke the monsoon rains. As the rains pour down, the emperor’s family and their guests slip on their raincoats, courtesy of Dollar Industries Limited’s latest rainwear collection.

    The campaign aims to promote Dollar Industries Ltd’s new range of rainwear as a fashion statement, rather than just a functional product. The film’s blend of historical accuracy and modern flair is a testament to the brand’s commitment to innovation and style.

    According to producer Poonam Wahi, “Dollar Rain guard ad centers’ around a humorous yet relatable concept. The ad is a perfect example of how a cohesive team, a well-crafted script, and a supportive client can come together to produce a successful and impactful commercial. The project involved seamlessly integrating various elements — script, casting, location, direction, and post-production — to create an ad that is both entertaining and informative.”

    Director Arko Provo Bose added, “Handing a period piece is always a challenge. The idea was to not blatantly shoot it like a spoof. In a country which swivels between Mughal-e-azam and Jodha Akbar, finding the middle path was a task that the team was ready to take on. Overcast skies did spoil the party for a bit on shoot day but overall it came off great, thanks to some proper post production. A truly humorous script from the agency, freedom to execute it my way and some able production helming the project led to this hilarious piece.”

    Lowe Lintas creative director Mohit Pasricha, praises Poonam Wahi Films’ professionalism: “As a creative, all you need from a production house is for them to stand by you and provide the best possible support in terms of product quality, logistics, and timelines – that’s everything PWF brought to the table. Though they’re new on the block as a unit, they are hardcore advertising and production professionals. It turned out to be a smooth run in the rain with them. My thanks and best wishes to them for their future projects.”

    With Poonam Wahi Films’ captivating storytelling and Dollar Industries Ltd’s latest rainwear collection, get ready to welcome the monsoon without hesitation.

  • Ketto brings early Father’s Day cheer to Mumbai with heartfelt interactions at Marine Drive

    Ketto brings early Father’s Day cheer to Mumbai with heartfelt interactions at Marine Drive

    Mumbai – This Father’s Day, Ketto, a crowdfunding platform based in India, brought early Father’s Day cheer to Mumbai’s Marine Drive, celebrating dads and sparking conversations about their unseen strength.

    The campaign celebrated dads as everyday heroes. It reminded people to thank the dads who might smile and hide their worries, all while working hard to make their kids feel strong and loved. Ketto asked Mumbaikars a few heart – touching questions – how their fathers have been their rock, and ‘what message they have for them.  People shared touching stories about the sacrifices dads make for their kids, things dads might not even talk about. These stories, from working hard to support the family to giving encouraging words, captured the true meaning of Father’s Day.

    Ketto founder and CEO Varun Sheth shared, “Dads are the silent anchors in our lives. They fight battles we never see, and their sacrifices pave the way for our success. This Father’s Day, Ketto wanted to honour all the amazing Dads by giving Mumbaikars to show their love and appreciation for their fathers.”

    Ketto goes beyond crowdfunding. Yes, we’ve helped countless children raise funds for their dads’ medical care, thanks to our amazing community. But this Father’s Day, we want to celebrate dads themselves!  Our video is a heartwarming tribute to their strength, reminding everyone that love and appreciation, even in simple ways, can make a huge difference.

    The love at Mumbai’s Marine Drive showed us one thing loud and clear: dads are amazing! Ketto’s Father’s Day campaign went beyond just a celebration. It sparked heartfelt conversations between dads and kids, a wave of appreciation that will keep going long after the event.

    By encouraging open talks and “thank yous,” Ketto hopes to strengthen the bond between fathers and their children.

  • USHA’s #FollowYourHeart Father’s Day campaign

    USHA’s #FollowYourHeart Father’s Day campaign

    Mumbai: Usha International, a consumer durables company, ran a social and print media campaign this Father’s Day to express gratitude to all Fathers and Father figures in our lives – people who enriched our lives in unimaginable ways.

    Attached is the video, produced by Fuel Films, celebrating Father’s Day in the Usha way, the premise of which is that when we were kids our fathers encouraged us by saying #FollowYourHeart and now that we are all on the path of our chosen journeys, it’s time for us to give back. It’s now our turn to be able to tell our Fathers that it’s time for them to #FollowYourHeart.

    The video campaign is being promoted on YouTube, Facebook and Instagram all across India. We are also present across multiple social platforms.  

    A full-page Father’s Day #FollowYourHeart advertisement (attached) was also published across all 45 editions of The Times of India, the country’s leading newspaper.

  • Chef Vinesh Johny celebrated as ‘Born Original’ chef in Callebaut’s global campaign

    Chef Vinesh Johny celebrated as ‘Born Original’ chef in Callebaut’s global campaign

    Mumbai: Callebaut, the home of the finest Belgian chocolate since 1911, is excited to roll out its ‘Born Original’ campaign within Asia’s rich culinary scene by introducing/celebrating Chef Vinesh Johny as the region’s first official born original chef. This initiative honors visionary chefs worldwide who inspire others through their unique culinary journeys and embody originality.

    The ‘Born Original’ concept is rooted in the belief that the brand and the chefs it supports are true originals. The campaign reinstates that Callebaut, being the original taste of Belgium, understands the fight and struggles chefs and artisans fight better than anyone else, and hence, both are connected since they are ‘Born Original.’

    With the rise of chocolate in the region, Chef Vinesh Johny, co-founder of Lavonne Academy of Baking Science and Pastry Arts in Bengaluru, India, epitomizes the essence of the ‘Born Original’ ethos. From humble beginnings to becoming a trailblazer in Indian pastry arts, his story is one of resilience, passion, and relentless pursuit of excellence. His first encounter with Callebaut chocolate ignited a fervour for pastry, driving his innovation and creativity.

    Reflecting on his journey, Chef Vinesh Johny shared, “I wasn’t made for schools and textbooks, but I was born to use my hands and create. The discovery of quality chocolate was a revelation that set my passion for pastry ablaze. With Callebaut, I’ve found a medium that allows me to push the boundaries of creativity. Being a part of the Born Original campaign was a very organic collaboration for me personally, and I’m thrilled to be representing Callebaut Born Original in India & Asia.”

    Barry Callebaut Cocoa and Chocolate Ingredients, India MD Dhruva Jyoti Sanyal emphasized the significance of supporting chefs in their creative endeavours, especially in challenging times. “Every artisan and chef strives to differentiate themselves and create delights that excite customers. However, they face numerous challenges, such as changing consumer behaviors, market fluctuations, and intense competition. By collaborating with Chef Vinesh Johny, we feel the message will be delivered to our end consumers and create an impact correctly. As chocolate rises in India and the region emerges as the future of chocolate, we stand by our chefs as a steadfast partner, providing the original chocolate they can count on to pursue their passion.”

    Callebaut global brand leader Xuan-Lai Huynh added, “We are committed to demonstrating our unwavering dedication to our customers. By prioritizing service excellence and reaffirming our values, we empower chefs and artisans worldwide to continue creating their finest works with Callebaut, the original taste of Belgium.”

    So far, the campaign has featured stories of Sebastian Pettersson, a pastry chef and chocolatier in Sweden; Anaïs Gaudemer, a floral pastry chef in Brussels; Nicolas Nikolakopoulos, a pastry chef and desserts designer in Greece; and Lungi Mhlanga, a bakery chef in London.

    Chef Vinesh’s story will go live digitally on 14 June 2024 on the Callebaut global and India channels. The series will emphasize his major role in revolutionizing the Indian pastry landscape and bringing local talent to the global stage.

  • The future of digital advertising careers: Trends, skills, and opportunities

    The future of digital advertising careers: Trends, skills, and opportunities

    The advertising industry is undergoing a profound transformation, driven primarily by the rapid evolution of digital technology. As we move deeper into the 21st century, the landscape of advertising careers is changing dramatically, presenting new opportunities and demanding a fresh set of skills. Let’s explore the future of advertising careers, focusing on the digital domain and the key trends shaping this dynamic field.

    The changing landscape of advertising

    There are other media besides print, radio or TV that used to prevail but no longer do. Now it’s the internet, social media and mobile technology that have changed the way companies interact with their customers: unprecedentedly so! – The landscape of marketing has been altered by these new technologies; thereby rendering traditional forms of promotional messages obsolete. As a result today there is something known as digital advertising which covers such channels like social media platforms such as Twitter, Facebook among others; search engines; content marketing as well as email campaigns which are being conducted by some organizations today.

    Key trends in digital advertising

    1. Programmatic advertising: The purchase of digital ad space in real time by use of automated systems and algorithms. This trend that is growing at a fast rate since it is highly efficient and can target particular audience with preciseness.

    2. Data-driven marketing: The ability to collect and analyze vast amounts of data has transformed advertising strategies. Marketers now rely heavily on data analytics to understand consumer behavior, personalize content, and measure the effectiveness of campaigns.

    3. Influencer marketing: A brand can be greatly boosted by social media influencers. Their popularity and trust make it possible to promote items more authentically and interestingly through influencer marketing.

    4. Video content: Video still holds a place as the most consumed content on the Internet. Sites such as YouTube, Tiktok, and Instagram Reels are very important to get in touch with your audience, and the need for appealing videos is constantly growing.

    5. Interactive and immersive experiences: Interactive and immersive advertising experiences have been revolutionized through the introduction of augmented reality (AR) and virtual reality (VR). These two technological advancements afford distinct methods for interaction between companies and clients.

    Essential skills for future advertising professionals

    To thrive in this evolving landscape, advertising professionals need to develop a diverse set of skills that combine creativity with technical expertise.

    1. Digital literacy: Understanding digital platforms is important.This includes familiarity with social media management, SEO, SEM, and content management systems.

    2. Data Analysis:It is very important to be skilled in data analytics for informed decision-making. It is also very useful to have skills in using tools such as Google Analytics, as well as understanding key metrics and KPIs.

    3. Content creation: It is important to have the capability to make authoritative and significant content across different formats like text, image, video and interactive media. You must be a good storyteller and have a good sense of design to do so.

    4. Technical skills: Having expertise in coding languages like hypertext markup language, CSS, JavaScript as well as the use of marketing automation software are vital for any person seeking opportunities online.

    5. Creative thinking: Advertising still thrives on creativity. You have to be capable of coming up with breakthrough concepts, and think beyond the margin for one to create memorable advertisements.

    6. Communication and collaboration: One must have strong communication skills particularly when they are working with other members of the team or trying to put their points across other than just the employees like customers and shareholders.

    Opportunities in digital advertising

    The future of advertising offers a plethora of exciting opportunities for those equipped with the right skills and mindset.

    1. Specialised roles: As the industry becomes more complex, specialized roles such as data scientists, content strategists, social media managers, and UX/UI designers are in high demand.

    2. Freelancing and remote work: The digital nature of modern advertising allows for greater flexibility. Many professionals are finding opportunities in freelancing and remote work, offering services to clients worldwide.

    3. Emerging technologies: Careers involving emerging technologies like AR, VR, AI, and blockchain are on the rise. These technologies are opening new frontiers in how brands can interact with their audiences.

    4. Ethical marketing: With growing awareness of issues such as privacy and data security, there is an increasing demand for professionals who can navigate the ethical complexities of digital advertising.

    5. Sustainability and social responsibility: Brands are increasingly focusing on sustainability and social responsibility. Professionals who can integrate these values into advertising strategies are highly sought after.

    The future of advertising careers lies firmly in the digital realm, where innovation and adaptability are key. As technology continues to advance, advertising professionals must stay ahead of the curve by continuously updating their skills and embracing new trends. The opportunities are vast for those who are prepared to navigate this ever-changing landscape, combining creativity with technical acumen to create the next generation of impactful advertising campaigns.

    The article has been authored by NetSetGo Media global business head Abhishek Tiwari.

  • Classmate extends exciting AR technology to Brown Cover Notebooks

    Classmate extends exciting AR technology to Brown Cover Notebooks

    Mumbai: Classmate, India’s notebook brand with unmatched product quality and a strong commitment to partnering with students in their journey of learning and development, today launched the Augmented Reality (AR) Series for its Brown Cover Notebooks. The Classmate AR Notebooks aims to transform the brown cover notebooks which are non-differentiated due to its standard cover design. The new series integrates AR technology into the Notebook to create an interactive learning environment for students that is exciting, immersive and no longer boring.

    Each Classmate AR Notebook features a QR code, granting students access to different AR modules. These AR Modules cover a wide range of topics, including marine life, space, mathematics, chemistry and much more. The modules are designed to ignite curiosity in young minds by making learning fun. With gamified elements integrated into the AR experience, students are encouraged to explore deeper into complex concepts enjoyably and engagingly.

    Students can have experiences like a limitless ocean powered by augmented reality. They will learn about the marvels of the ocean, get to know vibrant sea life, and explore the brilliant and colourful underwater environment.

    Speaking about the new Classmate AR Notebook, ITC Ltd chief executive of education and stationery products business division Vikas Gupta said, “Under Classmate’s innovative offering, the classic brown notebook has undergone a remarkable transformation, shedding its boring image to unveil a world of vibrant and colourful possibilities for students. It is like holding a notebook brimming with boundless wonders and knowledge. With the introduction of the Augmented Reality Series for Brown Cover Notebooks, Classmate reaffirms its commitment to making education a fun, enjoyable and immersive experience for students across India.”

    The brown-covered notebook, though it comes with the advantage of not having to put additional covers and brings uniformity, lacks the exciting cover designs that students seek. That is why the new Classmate series has injected excitement into the conventional brown cover by integrating its pioneering use of AR technology in notebooks.

    To create excitement among the students and convince them that brown is not boring, Classmate initiated a unique engagement by installing a life-size brown notebook cover over the glass façade of a 30ft long tunnel aquarium in the seafront of Mumbai at Bandra Carter Road in Mumbai, Maharashtra. As children and parents scanned the QR Code on the life-size brown notebook cover, they witnessed a magical transformation: the cover gradually unfurls, revealing an enchanting ocean world within, in the form of an aquarium. The engagement drew significant participation and created tremendous excitement among students and parents present at the event.

    Amplifying the engagement in a digital campaign, the unique experience at Bandra was captured in a creative video along with the hashtag #Browncoverisnomoreboring. The video captures the excitement of children and parents as they experience the world of marine life through AR technology.

    Apart from marine life, Classmate AR notebooks cover a wide range of topics, including space, mathematics, chemistry, physics and much more.

    Classmate, India’s leading notebook brand, has been on a journey to make learning fun and engaging. Through a vast repository of designs and innovative features, Classmate has transformed regular notebooks into interactive learning tools. From including “Did You Know” sections and puzzles on the last page to launching DIY Origami notebooks, Classmate has consistently pushed the boundaries of crafting innovative and differentiated educational resources.

  • Visual storytelling through photography is a powerful educational tool: Vicky Roy

    Visual storytelling through photography is a powerful educational tool: Vicky Roy

    Mumbai: Satya School has announced a unique initiative aimed at nurturing the perspective of the young minds with their new campaign #IgnitingImagination #BeyondTheObvious. For the campaign, the school has onboarded an internationally acclaimed photographer, Vicky Roy for organising a captivating photography workshop for the students.

    From a tearful runaway in Delhi to capturing dreams, Vicky is full of inspiration and aspiration. From getting recognition for documenting the World Trade Center’s reconstruction in New York to being invited by Prince Edward at Buckingham Palace in UK, he has come a long way. He was also a part of the Forbes Asia 30 under 30 list in 2016.

    Indiantelevision.com caught up with Roy where he shared his thoughts on the initiative and his personal journey in photography.

    Edited excerpts

    On the concept of #IgnitingImagination #BeyondTheObvious

    Photography is not just about capturing moments; it’s about telling stories through a visual medium. This form of storytelling allows students to express themselves, explore their creativity, and build their cognitive skills in unique and engaging ways. This workshop at Satya School demonstrated the power of visual storytelling and its potential to revolutionize teaching methods.

    The concept of #BeyondTheObvious at Satya School encourages students to look deeper and see more than what meets the eye. It’s about finding meaning and beauty in everyday moments. The workshop demonstrated that every photograph has a story, and often, the most compelling stories are found in the most unexpected places. The practice of looking beyond the obvious fosters a mindset of curiosity and inquiry, essential for cognitive development.

    Photography is more than a profession; it’s a journey of self-expression and discovery. My personal story of using photography to rise above challenging circumstances resonates deeply with the themes of #IgnitingImagination and #BeyondTheObvious. If you will look through my lens, I have been able to capture the resilience and beauty of human experiences, shedding light on stories that often go unnoticed.

    My journey is a testament to the transformative power of visual storytelling. By sharing my experiences with the students at Satya School, I tried inspiring students to use photography as a tool for self-expression and social change. With a camera, students can tell their stories, share their perspectives, and contribute to a larger narrative that goes beyond the obvious.

    On igniting the imagination of young minds through the photography workshop

    In the workshop at Satya School, students were not just taking pictures; they were learning to see the world with new eyes. They were developing empathy by capturing human emotions and experiences, enhancing their emotional intelligence. They were telling stories, building narrative, skills that are crucial for communication.

    Visual storytelling through photography is a powerful educational tool that aligns perfectly with the concepts of #IgnitingImagination and #BeyondTheObvious. It encourages students to explore their creativity, think critically, and express themselves in ways that traditional methods may not allow. The workshop at Satya School exemplified how photography can be used to foster a love for learning, build cognitive skills, and inspire students to see the world through a new lens.

    For instance, a simple photograph of a playground can spark a story about adventures, friendships, and dreams. Each click of the camera becomes an act of imagination, transforming ordinary scenes into extraordinary tales. By engaging with their environment creatively, students learn to think beyond the obvious, developing a rich inner world of ideas and stories.

    On capturing the essence of a moment through your lens

    Photography, as a form of visual storytelling, has the power to ignite the imagination in ways that traditional methods may not. When students are given a camera and encouraged to capture the world around them, they start seeing their surroundings from a new perspective. They begin to notice details, patterns, and stories that were previously overlooked. This process of discovery fuels their imagination, allowing them to create narratives that are deeply personal and innovative.

    On techniques you teach young photographers to help them convey emotions effectively through their images

    Capturing the essence of a moment through photography requires a deep connection with the scene and subjects you’re photographing. It starts with immersing yourself emotionally, truly feeling and understanding the atmosphere. This connection allows you to anticipate and recognize genuine expressions and interactions. Observance is crucial; by being patient and attentive, you can catch subtle gestures and fleeting expressions that convey powerful emotions.

    Patience and observation are key. Spend time watching your subjects, noticing subtle gestures, expressions, and interactions. Pay attention to the context and surroundings, as these can add depth to the story you’re trying to tell.

    Lighting plays a pivotal role in setting the mood. Natural light, whether soft and diffused or harsh and dramatic, can enhance the emotional tone of the photograph. Composition techniques, such as the rule of thirds, leading lines, and framing, help draw attention to the emotional core of the image, guiding the viewer’s eye to what’s most important.

    Focusing on details can often capture the raw essence of a moment more effectively than a wide shot. Zooming in on a tear, a smile, or a hand gesture can tell a deeply emotional story. Candid photography, where subjects are unaware of the camera, often reveals the most genuine emotions, providing an authentic portrayal that posed shots cannot.

    Engaging with your subjects helps them relax and display their true selves. By creating a comfortable environment, you encourage genuine expressions and interactions, allowing the true essence of the moment to shine through your lens.

    On balancing technical proficiency and emotional depth in your photographs

    After capturing your images, take the time to review and reflect on them. Evaluate not just the technical quality but also the emotional impact. Are the emotions conveyed effectively? Does the photograph tell a story? This reflection helps you improve and find the right balance in future shoots.

    By merging technical skills with emotional sensitivity, you create photographs that are not only visually striking but also deeply moving. This balance allows you to produce work that resonates with viewers on multiple levels, combining the best of both worlds.

    Once you’ve mastered the technical skills, you can use them to enhance emotional expression. For example, using a shallow depth of field can isolate a subject, drawing attention to their emotions, while a well-timed burst mode can capture fleeting moments of joy, sorrow, or surprise. Lighting can dramatically alter the mood of a photograph, so understanding how to use natural and artificial light to your advantage is key.

    On sharing some key moments that defined your path in photography

    My journey has indeed been filled with defining moments that have shaped my path in photography. When I first ran away from home, I was very young—only eleven or twelve years old—and had to navigate the harsh realities of life on the streets. At that time, I had no room for emotions. I was sitting on a platform, crying and unsure of what to do next until I met friends who provided me with emotional support. Despite missing home, I was determined to make something of myself and knew there was no going back empty-handed.

    The turning point in my photography career came when my mentor advised me to visit exhibitions. I noticed that other artists’ works had distinct themes, which inspired me to shoot my own story.

    I began recreating moments from my street life, sometimes asking children to pose as I did during my childhood. When real scenes were available, I captured them; when they weren’t, I recreated them. My emotions naturally found their way into my work. A particularly defining moment was when the police confiscated my film while I was shooting at a station, saying it wasn’t allowed. Such experiences, although challenging, became integral to my work and storytelling.

    Each of these moments, from the struggles of my early life to the challenges faced while pursuing photography, has significantly contributed to my journey and the authenticity of my work. They have shaped not only my path as a photographer but also my perspective on life and art.

    On being part of the Forbes Asia 30 under 30 list impacting your career and personal life

    Being named in the Forbes Asia 30 under 30 list in 2016 was transformative for my career and personal life. It significantly elevated my profile, opening doors to international platforms and prestigious speaking engagements at Harvard, Facebook, Google, the Pentagon, and the World Bank. This recognition validated my journey from the streets to the global stage, reinforcing the power of perseverance and storytelling. It also inspired me to continue pushing boundaries and using my platform to empower others. The acknowledgment affirmed my belief in capturing authentic stories and motivated me to keep documenting overlooked narratives, enriching both my career and personal growth.

    On the future of photography in India, especially with the advent of new technologies and platforms?

    New technology makes things easier. AI will definitely not end photography but will simplify tasks, like enhancing images with filters.

  • Unstop gives FAQs a whole new meaning this Father’s Day

    Unstop gives FAQs a whole new meaning this Father’s Day

    Mumbai: On Father’s Day, Unstop, the leading talent engagement and hiring platform for students and alumni, celebrated dads across the country and their invaluable guidance with a revamped FAQ “Fathers Answering Questions” section.

    Dads are our first heroes and role models. They quietly hold our hands and guide us through everything life throws at us. They answer all our questions with their seemingly endless wisdom, sometimes seriously, mostly sarcastically, and rarely emotionally.

    In its quirky, one-of-a-kind Father’s Day celebration, Unstop has put forth a list of questions relating to everyday life that fathers will answer. These questions range from simply asking for permission to go on a trip with friends to which investment/insurance plan is best, which several dads answer in their unique way.

    Unstop will also unveil a short video of what  according to Unstop employees their dads think they do at work. In it they ask their dads, “What do you think I do at work?” The responses are authentic and hilarious, sure to spark a nostalgic trip down memory lane about your conversations with your dad.

    Through its engaging campaign, Unstop celebrated the spirit of fatherhood and aims to bring out the humourous yet profound wisdom that dads impart in their unique ways. Remember to wish your dad a very happy Father’s Day and maybe ask them  “What do you think I do at work?”

  • We lean towards natural fabrics that lend durability, comfort & functionality: Shriya & Isha Suri

    We lean towards natural fabrics that lend durability, comfort & functionality: Shriya & Isha Suri

    Mumbai: Established in April 2021 by Shriya Suri and Isha Suri, Cosset Clothing emerged with a mission to bridge the gap between style and sustainability in the fashion industry. The name Cosset, meaning “to care and to pamper,” encapsulates the essence of their brand, reflecting its inspiration, vision, and mission. Recognizing a disconnect between consumer preferences and the fabrics used in garment production, Cosset set out to redefine the narrative of natural, sustainable fashion targeting individuals in their 20s to 40s who seek premium styles made from quality fabrics. The brand’s ethos revolves around infusing vibrant colours and timeless silhouettes with comfort and longevity, ensuring that each piece remains relevant for years to come, with an emphasis on planet-friendly, everyday luxury.

    Cosset founders Shriya and Isha Suri, leverage their rich backgrounds in fashion and marketing to create a brand that champions stylish, versatile, and eco-friendly clothing. Shriya’s vision integrates everyday essentials with travel needs, while Isha drives the brand’s digital presence, aiming to make sustainable fashion both chic and enduring. Cosset embodies their shared passion for slow fashion and timeless style.

    Indiantelevision.com reached out to Shriya and Isha, where both emphasised more into their brand’s strategies, their approach, target audience and more…

    Edited excerpts

    On inspiration to establish Cosset Clothing and pursue sustainability in fashion

    COSSET translates to care & to pamper, the very essence of the brand name captures the inspiration, vision and mission of the brand. We noticed a gap between clothes that were mindfully created and styles that would outlast seasons & trends. With COSSET, we aim to bridge this gap with wardrobe essentials that every person should have in their wardrobes, using planet friendly fabrics. Fast fashion has been feeding us way too many trends on a daily basis and this isn’t the sustainable way forward.

    On the selection of quality fabrics in its garment production process

    We lean towards natural fabrics that lend durability, comfort & functionality. The chosen fabrics have to sit well with our silhouettes, while maintaining a luxe touch & feel. Once the fabrics are shortlisted, we move to design sampling & a wear test to ensure that comfort is not compromised upon. We try our best to avoid wastage as much as possible with planned production in small batches. However, when we’ve had extra fabric – we have developed it into cloth tote bags , each of which is sent along with bigger carts orders.

    On strategies you employ to cater to the preferences of individuals aged 20 to 40 who seek sustainable fashion

    Our aesthetics lie in creating wearable pieces in solid, soothing hues that are pleasing to the eye, and are your wardrobe’s best companions. Sustainability comes in the form of our timeless designs where we use delicate accents like colour blocking, cuff detailing, statement collars, to elevate a rather classic look. These elements work amazingly well with our TG by providing durability and at the same time, making a statement. Monotone looks in premium fabrics will never go out of style. They reflect a simple everyday luxury which is non-negotiable for sustainable fashion shoppers!

    On incorporating vibrant colours and timeless silhouettes while maintaining a focus on sustainability

    We love playing with a timeless colour palette in styles that are not trend-driven. All this blends seamlessly into our vision when we make our pieces with natural, planet-friendly fabrics.

    On discussing your brand’s approach to everyday luxury and how it aligns with its planet-friendly ethos

    We believe that luxury lies in effortless comfort. When you choose comfortable fits in superior-quality natural fabrics & minimal hues on the daily, it becomes a part of the lifestyle. Our vision is to become a part of wardrobes that seek timeless elegance!

    On engaging with your target audience to raise awareness about sustainable fashion and encouraging responsible consumption habits

    Social media is the primary communication tool for us. Our Instagram feed provides a great insight into what the brand is all about, and so we make it a point to inculcate educational content as part of our strategy – like the fabrics we use & the benefits thereof, the environment our clothes are made in and why we make the designs we make. Consumers trust a brand even more when you’re authentically transparent with them, which is why we choose to show certain behind-the-scenes aspects of our operations as well.

    On sharing any insights into Cosset Clothing’s future plans or upcoming collections that further emphasize its commitment to sustainability

    We’re always sampling in newer fabrics that fit our silhouettes. We are yet to come across new blends that compliment our designs, and fit customers’ demands. Over the past 3 years, we have built an ever-growing, strong community of consumers who are as mindful with their purchasing decisions as we are with the clothing we make. We are certain that slow fashion as a lifestyle is gaining momentum across India & globally. Our vision is to make COSSET a part of your lifestyle – your everyday essentials that swiftly transition into travel sets as well. We’re looking at expanding designs in Womenswear & Menswear, with designs that cater to different market segments globally – via both Online & Offline presence.

  • Mansion House twists Father’s Day narrative with campaign ‘The Warm Embrace of Fatherhood’

    Mansion House twists Father’s Day narrative with campaign ‘The Warm Embrace of Fatherhood’

    Mumbai: In a world where fatherhood knows no bounds, Mansion House, a flagship brand under Tilaknagar Industries, has unveiled a profoundly moving campaign this Father’s Day titled ‘The Warm Embrace of Fatherhood’ to celebrate the dad in every man. The campaign honours the selfless love and responsibility that defines fatherhood, transcending biological ties.

    Fatherhood, as beautifully portrayed in the campaign, can be pictured in various forms – be it nurturing children in the most selfless way or caring for pets even when you are away. It celebrates the universal love shared by fathers everywhere, embodying the very essence of that warmth and bond. It captures heartwarming moments that illustrate the everyday sacrifices and joys shared between a father and his cherished companion. ‘A Warm Welcome,’ the brand proposition of Mansion House, is reflected as a strong sentiment that echoes throughout this campaign.

    Conceptualised by the Tilaknagar Industries’ Digital Marketing Agency LIQVD ASIA, the campaign artfully captures the essence of paternal love through a poignant narrative that unveils the touching story of a father and his fur baby, and the heartfelt connection they share.  

    The campaign video is brought to life by Pumpkin Production which is not only visually compelling but also emotionally relevant.

    Commenting on the campaign, Tilaknagar Industries CMO  Ahmed Rahimtoola   said, “On this momentous occasion of Father’s Day, we are proud to honour all fathers – those who have shaped us with love and guidance. Whether it’s a human dad or a pet parent, this Father’s Day, we aim to celebrate all aspects of fatherhood and the unconditional bond and nurturing spirit that goes beyond biological bonds. In its true spirit, the campaign celebrates the joy and warmth of homecoming, inspired by the hospitality and love in our brand proposition “A warm Welcome”. The campaign, therefore, is a heartfelt tribute to all fathers for going beyond their roles, every single day.

    LIQVD ASIA head of creatives Sunil Gangras added, “At LIQVD ASIA, our constant endeavor is to push the boundaries of creativity and turn new age insights into meaningful stories. The idea of fatherhood has changed considerably in the last decade and this Father’s Day we wanted to build relevance in our approach for this topical initiative from Mansion House. So, we came up with a touchingly honest story that celebrates the warmth between a father and his fur baby, reflecting the brand DNA of ‘A Warm Welcome’ with a strong message about ties beyond blood that strikes a chord almost instantly. After all, being a pet parent is a full-time job too and it needs equal if not more emotional investment. What really hit home was having an entire team of pet parents to bring this story to life.”

    This DVC campaign is set to captivate audiences across digital platforms and has been conceptualised and produced in multiple regional languages like Malayalam, Kannada and Telugu, apart from English of course, keeping in mind the target markets for the brand. Thus, inspiring each and every one to fully embrace and cherish the enduring spirit of fatherhood.