Campaign Logic: Putting a new face to Siyaram's

With its series of TV commercials, textile major tries to project itself as a trendsetter in linen

Brand: Siyaram’s

Budget: Rs 5-7 crore*

Agency: Makani Creatives

*Industry estimate

Over the years, television commercials of blended fabric and garment manufacturer Siyaram Silk Mills have been laced with the familiar tagline of “Coming home to Siyaram’s”. In a just launched campaign, four short advertisements have shed the jingle while retaining the familiar tune at the end frames. Barely 15 seconds long each, the blink-and-miss ads are direct in their communication and attempt to project the company as a trendsetter in linen.

The ads showcase male and female models sashaying in variants of linen such as