MUMBAI: S Kumars Nationwide Limited (SKN), flagship textile company of the S Kumars Group, has launched a new television commercial with the theme -'The Fabric of India'.

Skumars as a brand has always emphasized on the traditional Indian values and their new campaign reflects this through a series of warm and touching situations, a company release says. The main objective of the campaign is to identify the 'SKumars' individual' as an individual who inculcates traditional Indian values. He/she goes that extra mile and creates special moments for the people around him/her.

 
According to Mukul Kasliwal, director, S Kumars Group, ''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 campaign, which has been created by SKumars' communication department, went on air from mid-May with durations of 15-20 seconds. The campaign has been conceptualized and created by Neeraj Pandey and Rajesh Ganguly. Speaking about the ad concept, Pandey said, "S Kumars' new ad campaign epitomizes its claim of being the fabric of India.' Ganguly adds further, "The film tells us, what an S.Kumars citizen is all about."

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.