In a celebration of Love, Mysore Saree Udyog (MSU), a brand renowned for its craftsmanship and commitment to tradition, launched an emotionally rich campaign honouring its loyal customers. The campaign, which aims to showcase the love stories woven into the fabric of its sarees, highlights the deep emotional connections between the brand’s weaves and significant moments in its customers' lives.
Launched as a heartwarming video series across MSU’s Instagram, the campaign features couples from various generations sharing their love stories. The series reflects how love evolves but remains constant, with stories of cherished sarees passed down through generations. From the saree worn by a grandmother on her wedding day to the first saree worn by a younger generation, MSU’s timeless designs have marked some of life’s most precious occasions.
This Valentine’s campaign also highlights remarkable individuals who balance tradition with modernity. Featured in the campaign are Padma Reddy (61), COO of a multinational software corporation, and Dr. Swaroop Reddy (68); Rajendra T.D. (59) and Nirupama Rajendra (54), renowned Indian classical dancer duo specialising in Bharatanatyam and Kathak; as well as Lekshmi Bhargavi (46), Head of HR, and Siddharth Dube (46), Head of Supply Chain & Product Development.
“For over a decade, MSU has always prioritised its customers, crafting special experiences to stay true to its community. With this campaign, the brand continues its legacy of driving interactive marketing efforts for its customers, including personalised shopping experiences, community engagement activities, and storytelling campaigns that celebrate India's rich textile heritage,” reads a release by the brand.
Anil Sancheti, Partner, Mysore Saree Udyog, shared, “Our customers are the key drivers of growth. We value their opinion and have always sought meaningful ways to give back. As a brand rooted in tradition yet constantly evolving, we are thrilled to launch this campaign as a tribute to our customers who have been part of our journey for generations. This campaign is more than just storytelling, it’s about honouring the emotions, traditions, and love our sarees have witnessed over the years.”
The campaign has resonated deeply with MSU’s customers and saree enthusiasts alike, sparking excitement and heartfelt responses. Many have expressed their appreciation for the heartwarming stories and the celebration of love by the brand.
Watch the campaign here.
The campaign was curated and implemented in collaboration with the brand’s creative agency, Bold & Beyond.
