Dollar Rainguard takes on Tansen's monsoon, keeps emperor Akbar dry and happy

Hosiery brand Dollar Industries has launched its latest range of rainwear, which it claimed has been gaining a lot of traction recently as a product category. The company’s managing director, Vinod Kumar Gupta, noted that historically India was always a big player in the rainwear economy. However, till recently, its product design language when it came to rainwear was very slow to grow.

“Today, however, thanks to the increased per capita income, rainwear is becoming popular as a fashion statement particularly among the millennials and colour-blocking street style is gaining significant traction amongst the youth,” he said. “With our vision to be part of every Indian fashion wardrobe, we at Dollar decided to lead the trend and create designs which reflect the sentiment that raincoats are not just utilitarian but serve as an essential fashion accessory in every Indian home.”

To popularise its product range, the company released its latest campaign, conceptualised by Lowe Lintas, on its online platforms as well as other mediums. This ad takes the viewer to the Mughal kings, underpinning the message that with Dollar Rainguard everyone is well protected to welcome the monsoon.

The film directed by film director, Arko Provo Bose, travels back in time. History has it that in the sixteenth century, Tansen had composed ‘Miyan Ki Malhar’, a monsoon raga used for invoking and embracing the rains to drench the earth and welcome the monsoon.

The campaign borrows from that popular story and recreates it, albeit with a funny twist. The film opens on a sunny morning in Akbar’s courtyard. The emperor and the empress are in the company of the famous Navaratnas (nine gems) who adorn the Court.

As Tansen is introduced and proceeds to sing his timeless raga, the emperor’s family quickly slips on their raincoats. Tansen continues with his singing and soon surely the clouds gather out of nowhere and it starts to rain torrentially, drenching all and sundry except for the emperor’s family who enjoy the rains.

Commenting on the campaign, Mohit Pasricha, unit creative director of Lowe Lintas said, “Usually when history is recreated on screen, we tend towards animated theatrics spoofing great historical figures who have shaped our history. So, while recreating the times, we were extremely cautious that we do not tread the same path but rather use these characters only to land on the brand’s core proposition—Welcoming monsoon without hesitation—while creating a distinct storyline to break away from the usual brand clutter.”

Campaign’s take: Dollar Industries' latest campaign cleverly weaves history and humour into an ad that's sure to strike a chord. Set in the grandeur of Akbar’s palace, where he is seated with his family and Navaratnas, the campaign reimagines the legendary Tansen summoning rains with his famous raga—only this time, with a quirky twist. Instead of panicking over an unexpected downpour, Akbar’s family calmly don their Dollar Rainguard raincoats, staying dry while everyone else gets soaked.

By blending Mughal nostalgia with modern wit, the ad hits the sweet spot between tradition and contemporary relevance. The humour is light, the setting grand, and the product plug seamless. Who wouldn’t want a raincoat that gives you the calm composure of royalty in the middle of a storm?

This campaign stands out for breaking away from the usual over-the-top theatrics of historical spoofs. Instead, it takes a playful yet polished approach, making the product look like a must-have for monsoon preparedness—whether you're in Akbar’s court or just trying to stay dry in modern-day traffic!

Credits:

Agency: Lowe Lintas

Creative: Mohit Pasricha, Tritirtha Chatterjee, Sushant Joshi

Account Management: Indranil Mitra, Rohit Chakraborty

Production: Poonam Wahi Films

Director: Arko Provo Bose