Khadi Campaign Shortlist Unveiled Ahead of WAVES Summit
Mumbai, April 9, 2025 – The Ministry of Information & Broadcasting, in partnership with the Advertising Agencies Association of India (AAAI), has revealed the shortlist for the “Make the World Wear Khadi” campaign. This initiative is part of the 32 Creative in India Challenges, set to take place during the WAVES Summit 2025 from May 1 to 4 in Mumbai. The contest aims to redefine Khadi as a global symbol of sustainability and innovation.
Shortlisted Candidates Showcase Creativity
The shortlist features a diverse group of talented individuals and teams from various advertising agencies. Notable candidates include Iman Sengupta and Soham Ghosh from Havas Worldwide India, Kartik Sankar and Madhumita Basu from 22feet Tribal, and Kajal Tirlotkar from Interactive Avenues. Additionally, Tanmay Raul and Mandar Mahadik, along with Akash Mejari and Kajol Jeswani, both from DDB Mudra Group, have made the cut.
Participants have expressed their insights into Khadi’s evolving identity, emphasizing its journey from a symbol of India’s freedom struggle to a modern solution for sustainable fashion. Kajal Tirlotkar described Khadi as “a testament of time… slow, soulful, and spun with care.” Meanwhile, Tanmay Raul and Mandar Mahadik branded it as the “Fabric of the Future,” highlighting its potential to combat environmental issues linked to fast fashion.
Campaigns Focused on Sustainability and Identity
The contest attracted over 750 registrations from creative professionals and agencies nationwide, all tasked with crafting advertising campaigns that elevate Khadi beyond a mere fabric. The goal is to position it as a powerful emblem of innovation and conscious living on the global stage. Akash Mejari and Kajol Jeswani’s campaign aims to “undo” ecological damage, promoting climate-conscious actions through their work. Iman Sengupta and Soham Ghosh focused on Khadi’s economic and cultural significance, advocating for it as a premium, purpose-driven choice in the fashion industry.
A distinguished jury of advertising industry leaders evaluated the submissions based on originality, cultural depth, global appeal, and alignment with the contest’s core message. The shortlisted campaigns received accolades for their strategic thinking and compelling narratives, showcasing their potential to inspire a global movement centered around Khadi.
WAVES Summit: A Platform for Innovation
The WAVES Summit 2025, hosted by the Government of India, will serve as a significant event for the Media & Entertainment sector. Scheduled for May 1 to 4 in Mumbai, the summit aims to connect industry professionals, investors, creators, and innovators. It will amplify India’s creative strength and position the country as a hub for content creation and technological innovation.
WAVES will focus on various industries, including Broadcasting, Print Media, Television, Radio, Films, Animation, and Digital Media, among others. The final winners of the Khadi campaign contest will be announced and honored during the summit, where their work will be presented to an elite audience of policymakers, global delegates, media leaders, and industry stakeholders.
As the countdown to the WAVES Summit continues, anticipation builds for the innovative ideas that will emerge from this initiative, further solidifying Khadi’s place in the global fashion landscape.
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