Archies and Sudathi tie the knot on a Valentine’s Day love campaign

MUMBAI: When Valentine’s Day meets memory lane, love gets a longer shelf life. Archies has partnered with Sudathi to roll out TereSangForever, a Valentine’s Day cross-collaboration that swaps fleeting romance for relationships built to last.

Anchored in nostalgia and emotional storytelling, the campaign brings together Archies’ legacy of heartfelt gifting and Sudathi’s accessible ethnic fashion to celebrate enduring companionship. Through co-created digital content, curated gifting moments and interactive giveaways, the saree is reimagined as a modern symbol of commitment, paired with Archies’ timeless expressions of affection.

As part of the collaboration, Sudathi is spotlighting a curated range spanning Banarasi, Kanchipuram and Paithani silks, alongside cotton, chiffon and georgette sarees designed for festive moments and everyday elegance. Archies, meanwhile, is showcasing its signature gifting portfolio, reinforcing the role of thoughtful gestures in sustaining modern relationships. The campaign also features a co-branded Valentine’s Day giveaway, pairing a Sudathi saree with an Archies gift, supported by exclusive discount codes from both brands to drive engagement.

Executives at Archies said the idea was to move beyond one-day celebrations and refocus attention on bonds that grow stronger over time. Sudathi echoed the sentiment, positioning the saree as a timeless expression of grace and emotional connection, reintroduced with contemporary relevance.

With Teresangforever, the two brands are attempting to recast Valentine’s Day not as a fleeting commercial moment, but as a celebration of love that matures, deepens and, much like a well-chosen gift or saree, never goes out of style.