MUMBAI: Textile manufacturer S Kumars has launched a new television commercial. The theme is ‘The Fabric of India’.
 

 
The company issued a release stating that the main objective of the campaign is to identify the SKumars individual as somebody who embodies our traditional values. He/she goes that extra mile and creates special moments for the people around him/her.

S Kumars Group director Mukul Kasliwal added, "The importance of clothes in defining an individual’s character cannot be undermined. In today’s fast paced life, people seldom go out of their way to make a situation special for others. It takes an individual with character and certain imbibed traditional values to go that extra mile to spread happiness in the environment surrounding him. This ad campaign is an effort to highlight the fact that even in these competitive and professional times, the significance of traditional values which forms the basis for spreading happiness and joy in life, remains unchallenged’’.

The ad showcases various situations, each one showing a person dressed in S.Kumars, embodying the qualities of his / her profession- qualities of always taking that extra step and going beyond the call of duty.