fter Siyaram�s "Come home to Siyaram" campaign, here is another suiting brand tugging at the swadeshi strings in Indian hearts. S Kumars Nationwide Ltd, the flagship textile company of the S Kumars Group, has unrolled a new positioning idea with a campaign that showcases small acts of honesty and integrity that link back to the idiomatic usage of the word �fabric.�

Not that this is the first time S Kumars is harping on the patriotic tune. As a brand it has always emphasised what is popularly known as traditional Indian values - those old-world sentiments of honesty, integrity and loyalty, not to mention patriotism - that stir the soul. The new campaign reflects all this through a series of slice-of-life situations. The main objective behind the campaign is to brand "the S Kumars individual" as someone who goes that extra mile and creates special moments for the people around him. ... more