100 Years Campaign
Turning sarees into heirlooms of memories and love.
The Challenge
Pulimoottil Silks wanted a centenary film that honoured 100 years of craftsmanship without slipping into cliché or outdated nostalgia. The real task was finding a story that felt emotionally true in a category obsessed with festivals, discounts and new collections. The brand needed a timeless angle, not another seasonal sell.
The Pop-Take
We centred the film on the timeless bond between a grandmother and her granddaughter, using their relationship as a metaphor for Pulimoottil’s own legacy. The saree became a bridge between generations, carrying memories forward. This intimate lens honoured tradition in a modern way, showing that what Pulimoottil creates isn’t just fashion but continuity.
The Result
This campaign struck a different chord. By framing silk as an heirloom – not just attire – it invited women to see it as something to treasure, not just wear. That shift in perspective turned a routine purchase into a meaningful one. It worked, not just emotionally, but commercially.
Awards:
