Bengaluru, February 28th, 2025: Bold & Beyond, a new-age integrated PR and marketing agency and the official PR and Digital Marketing partners for Mysore Saree Udyog (MSU), an ethnic wear brand renowned for their legacy and quality, launched an emotionally powerful campaign, “Generations of Love: An MSU Tale,” in celebration of the season of love. This heartwarming campaign honoured couples who have been married for over 30 years, celebrating love across generations through the stories of MSU’s most loyal patrons.

The campaign highlighted the essence of everlasting love while reinforcing MSU’s deep-rooted presence in the lives of its customers. Presented as a three-part video on the Instagram and Facebook platforms, each film featured a unique love story, showcasing women adorned in MSU’s signature sarees and men’s ethnic ensembles as they reminisced about their journeys together and on how love evolves but remains ever-present. The three-part video series was crafted around the following themes:

• Wondering what love looks like after 40 years? The video captures a couple who have been married for over four decades, sharing the beauty of their evolving relationship and the role MSU has played in their cherished moments.
• Not all love stories begin with a choice- some are written by destiny. This story follows a couple whose love was shaped by fate, highlighting the serendipitous nature of their journey together.
• Love is an art, and for some, their first love is their craft. The third film narrates a story of passion beyond romance, where love intertwines with the art of performance, emphasising devotion in all its forms.

Each video took viewers on a heartfelt journey through time, reflecting on love, companionship, and the significant milestones MSU has been a part of. The campaign resonated deeply with audiences, evoking emotions and smiles, while strengthening the brand’s connection with its customers.

This campaign highlights Bold & Beyond’s expertise in creating engaging storytelling campaigns that promote meaningful engagement between brands and their audiences. The agency continues to drive creative campaigns across industries, consistently raising brand narratives and deepening consumer connections.