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1.
College Projects
The Brief
To Identify an Indigenous brand and strategize an ad campaign to promote Made In India Goods during pandemic 2020.
The Overview
The Ongoing Campaign
The ongoing campaigns reflect the current situation in the country. all the posts are designed to keep people motivated and provide hope.
Campaign Overview
GOAL
Creating awareness about the importance of buying products made in India after Covid19.
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Encourage existing customer to buy more and acquire new customers to buy Made In India products.
Need of The Campaign
Good business during the March-April period would lead to higher better chance of sustenance throughout the year for the artisans which is now disturbed by ongoing pandemic.
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To help the rural artisans and generation of income
Campaign Platform
The main platform for the campaign would be Instagram as:
India has the second highest number of Instagram Users
88 Million active users as of April 2020
High no. of followers
Fabindiaofficial: 393k Followers (design & fashion)
Fabindiahome : 79.1k Followers (home & lifestyle)
The campaign is phased into three parts to create the desired impact and grab the attention of potential customers
Poll for data collection
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Objective
Know the views of existing & potential customer.
Placement
Facebook & Instagram Stories.
Run
1-2 weeks
Create Awareness
Objective
Encouraging existing customer to buy more & reaching new customer.
Placement
Fb & Instagram post & influencer marketing.
Run
Paid ads for 2 weeks
Lead Generation
Objective
Generate leads
Placement
Fb & Instagram posts and stories, Influencer posts.
Run
continuous paid ads to reach maximum potential customer
Target Audience
The target audience of fabIndia is
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Gender
Men & women both
Age
Earlier the target was 25+ but now they are targeting all ages by introducing kids section and fusion product line for both men and women.
Interests
Sustainability , healthy lifestyle, Eco- friendly
Social status
Urban Upper and middle class
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Metros like Mumbai, Delhi and Bengaluru as these cities contribute around 70 percent to the company’s revenue.
The Posts & Stories
Poll for data collection
The questions related to the willingness of target customer to buy made in India products.
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The different features of the story are utilized here like Poll, Quiz, Ask a question etc.
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Posts and reels can be explored based on the same line of questions to create awareness.
Create Awareness
In the second phase of campaign, posts and stories, reels and IGTV will be shares to create awareness about the situation of artisans and weavers. (Storytelling)
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The process involved in manufacturing the product. (Empathy and relatability)
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New product line introduction with emphasis on Made in India
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Two hashtags will be introduced for this campaign
#letscraftnewindia for handicraft product
#healtheloom for handloom
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Influencer marketing will be introduced in this phase to reach more potential customers.
Micro influencers and Macro influencers will be targeted
Lead Generation
Finally for lead generations Products will be promoted with hashtags #healtheloom and #letscraftnewindia.
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Carousal posts and stories with CTA Shop Now will be promoted.
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The product page will be the landing page for the CTA.
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Influencer marking will be continued to talk about the Made in India products
Self Project
2.
The Brief
Study a brand and build Aspirational Marketing campaign
Melorra
Established in 2015 as an online fine jewelry shop that caters to the needs of today’s women.
Changing the way fine gold jewelry is perceived in Indian market and introducing everyday gold jewelry
An amalgamation of trendy design, fine quality and reasonable price.
About the brand
Current
Market
Primary Competitor
Jewelry under Maslow’s Pyramid of needs
Ongoing campaigns
Ongoing campaigns are product focused and it is helping in shifting the market perspective for jewelry from BASIC NEEDS to PSYCHOLOGICAL needs.
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The latest campaign #NoOccasionOccasion Is helping in looking at jewelry not only as investment that is kept in bank locker but also as a symbol of status.
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Women are encouraged to view jewelry as an everyday wear to flaunt her status and achievements.
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It also touches the elements of fun, independence and a women of style. (SELF_FULFILMENT NEEDS)
Aspirational Brand Positioning
CAMPAIGN OVERVIEW
Shift the focus from product to the story behind the product.
Carried out in three phases to develop more emotional connect with the customer:
PHASE 1
Everyone’s journey is different and worthy of taking inspiration from.
Yet some people make magic castle starting from nothing but a beautiful idea and strong will power.
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Phase 1 will emphasize on these achievers. She can be anyone 1st graduate from an orthodox family to an IAS or PCS officer to a young bank manager to an influencer to an entrepreneur to a movie star.
Common line : Self made and Hustler
#StrongWomen
#YouCanDoItToo
#ItsYourStory
#WhatsYourStory
PHASE 2
Its all about building an image and positioning as a rand that is earned by achievers.
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Become a symbol of success.
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After all the struggle and hustle its time to celebrate the success, relax and have fun.
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Show the world that you have finally arrived.
#SucccessSpeaks
#ShineOfSuccess
#SuccessShines
#IEarnedIt
PHASE 3
#SheNeedsYou
#TheMelorraWay
#MelorraGirl
#LetHerShine
#YouForHer
Ongoing campaigns
Since the target audience is diverse and competition is increasing, adding value through emotion will help in building loyalty and a sense of belongingness.
Millennials value emotional connections, ethics and social cause more than the product itself.
It will helping in positioning the brands as an inspiration.
Add value to the core product.
Tap the minds of potential customers.
Freelance Projects
3.
The Brief
Study a brand and build strategy to position it in the handloom market.
Shuttle and Loom
Shuttle and loom is a brand working on the principle of “marriage of two worlds” . It's a fusion wear brand that is working on merging the tribal and traditional art and craft form with modern and progressive silhouettes to create a product that is sustainable, comfortable, modern and carries the essence of tradition.
It's working toward reviving the generations old art of weaving and providing skills, knowledge and technology to the weavers and artisan.
Its customers on the other hand will get to experience the age old art form in its authentic state. All the products are 100% hand-woven and handmade, organic and modern at the same time.
About the brand
Vision &
Mission
Revive dying art of rural India and place it in the map of luxury market.
Vision.
Promote sustainable and green clothing.
Revive dying art and uplift the artisans.
Improving quality by skill and technological developments.
Mission.
SWOT
Product Quality
Authenticity
Innovative Design
Organic Products
Sustainable & eco friendly Production Process
Skilled Team
Strength.
Weakness.
Established competitors
Fast Fashion
Power loom
Knock off of art work for mass production
Threat.
Design Innovation
Revival of lesser known or unknown arts
Create a niche in tribal fusion wear
Opportunity.
Production Time
Packaging
Yarn Wastage
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SWOT Conclusion
Create a sustainable brand with every aspect reflecting the same. Work on creating sustainable reusable packaging with the waste yarn.
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Use of digital marketing to create a brand image, develop brand association and build a community for the brand.
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Build a brand personality and build the website according to that.
All the creatives, images, photoshoot should be done according to the brand persona.
Target Customers
A.
B.
YOUNG PROFESSIONALS OF AGE GROUP 25-33 WORKING AS EXECUTIVES POSITIONED HIGH AND PREFERS COMFORTABLE CASUAL, SEMI-FORMAL AND ETHNIC WEAR
THE PEOPLE OF AGE GROUP 33 TO 45 MORE INTO FAMILY GATHERING AND EVENTS AND WANTS TO WEAR TRADITIONAL AND FUSION WEAR AND COMFORT AND QUALITY MATTERS THE MOST.
The customer
Targeted photoshoot
Targeted Posts
Targeted Blog
The customer
Targeted Photoshoot
Targeted Posts
Targeted Blog
SOPHESTICATED
SOCIALLY ACTIVE
TRADITIONAL
FASHION CONSIOUS
LUXURY
SOCIAL GATHERINGS
ELEGANT & CLASSY
MINIMAL
TRADITIONAL ELEMENTS
NATURE RELATED
SUBTLE COLORS
ABOUT ARTISANS
PRODUCT DETAILS & CLOSEUP
LOOK CURATION
ABOUT THE ARTISANS
INFORMATIVE
ABOUT THE PROCESS
WHO WORE WHAT
YOUNG
ACTIVE
SOCIAL
MODERN
TRENDY & EARLY ADAPTER
LUXURY
EXPERIMENTAL
FUN
DEPICTING THE LIFESTYLE ( PROFESSIONAL, SOCIAL GATHERING)
EDGY
TRENDY COLORS
USP OF THE LATEST COLLECTION
STORY BEHING THE DESIGN
WHO MADE YOUR GARMENT
STYLING
FLAT LAYS
ON SOCIAL CAUSE
ABOUT THE DESIGN INNOVATIONS
CURRENT FASHION TRENDS
INFLUENCER MARKETING IN COLLABORATION WITH FASHION BLOGGERS
STP
Segmentation.
GENDER: ALL
AGE GROUP: 25 AND ABOVE
SOCIAL ROLE: PROFESSIONALLY ACTIVE
INTEREST: SOCIALIZING, HEALTH & ENVIRONMENT CONSCIOUS
INCOME: HIGHER INCOME GROUP
LOCATION: METRO AND TWO TIER CITIES
IMPORTANT INFORMATION TO BE CONSIDERED:
•97,689 TAXPAYER WITH INCOME ABOVE 1 CRORE DURING ASSESSMENT YEAR 2018-19
•APPROX 81 LAKH TAXPAYERS WITH AVG SALARY 7.12 LAKH.
•10% OF GLOBAL CARBON EMISSIONS ARE PRODUCED BY THE FASHION INDUSTRY
• 35% OF ALL MICROPLASTICS IN OUR OCEANS ARE PRODUCED BY WASHING SYNTHETIC CLOTHING
•RECYCLABLE PACKAGING IS GAINING POPULARITY
Targeting.
Their can be several target groups and we can design our campaigns, pricing and product design according to the target group
A. YOUNG PROFESSIONALS OF AGE GROUP 25-33 WORKING AS EXECUTIVES POSITIONED HIGH AND PREFERS COMFORTABLE CASUAL, SEMI-FORMAL AND ETHNIC WEAR
B. GOVT OFFICIALS WITH HIGH INCOME AND SOCIALIZE WITH THE PROFESSIONAL GROUP. THESE ARE EXPERIMENTAL BUT CARRY MORE TRADITIONAL ATTIRE.
C. THE PEOPLE OF AGE GROUP 33 TO 45 MORE INTO FAMILY GATHERING AND EVENTS AND WANTS TO WEAR TRADITIONAL AND FUSION WEAR AND COMFORT AND QUALITY MATTERS THE MOST.
D. PEOPLE WITH HIGH INCOME GROUP WHO BELIEVES IN ETHICAL LUXURY. WHO PREFER SUSTAINABLE PRODUCT AND FOCUS ON ITS UNIQUENESS AND QUALITY.
Positioning.
We can position the bran according to the target group. The common keywords for positioning the brad includes:
•Sustainable & organic product
•Contemporary & fusion wear
•Innovative designs
•Revival of less known and dying art.
AFTER ANALYSING THE MARKET WE CAN CONCLUDE THAT CREATING A NICHE IN FUSION WEAR WITH INDIAN HANDLOON SPECIFICALLY WORKING WITH THE DYING ART AND LESS KNOWN ARTS FROM ACROSS INDIA CATERING TO LUXURY HIGH END SECTOR CAN BE BENIFICIAL
Branding & Digital Marketing
Logo.
Simple and Minimal
Represents Organic, natural and sustainable material
Colors used are in the shades of green
Tagline.
BUY LUXURY.
BUY LESS.
BUY SUSTAINABLE.
BUY INDIAN.
The Art of Delay.
POSITIVELY USE THE PROCESSING TIME
MAKE VIDEOS OF THE PROCESS OF THE PARTICULAR ORDER
TAKE PHOTOS OF THAT ORDER
KEEP THE CUSTOMER UPDATED WITH THE PROCESS CURRENTLY GOING ON
A THANK YOU MESSAGE FROM THE WEAVER
MAIL THE WHOLE PROCESS AS I VIDEO TO THE CUSTOMER AT THE END TO SHARE WITH THERE SOCIAL MEDIA FOLLOWERS.
TELLING THE WHOLE STORY BEHIND THE PRODUCT.
Packaging.
•THE PACKAGING SHOULD ALSO RESONATE WITH THE BRAND IMAGE.
•THE PACKAGING SHOULD BE HANDMADE AND ORGANIC.
•MAKING THE PRODUCT REUSABLE ADD TO THE VALUE OF THE PRODUCT.
•THE TAGS SHOULD HAVE THE QUALITY CERTIFICATES AND OTHER DETAILS ABOUT THE PRODUCT.
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THE PRIMARY PACKAGING CAN ME CERTIVIED PAPER BAGS OR CLOTHE BAG MADE BY WEAVERS.
Digital Platforms.
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Social Media Platforms: Instagram, Facebook & Pinterest
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Fully Functional Website with SEO in place
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Blog page to share the minute details of the business
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Influencer marketing
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Chatbots for website
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Monthly newsletter
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Email marketing
4.
Internship Project
The Brief
Build a Pitch for Marketing of a Spa Salon and position it as a premuim salon
From Local to Luxury Digital Plan
The Idea
Create a vision and find the Niche for the brand & build a brand identity according to it
The Website
Portfolio website > Experience website
Reward based website content.
Emphasis on the benefits of the treatments
The facilities being provided during the spa
Creating an experience through website (music, content & UI/UX)
Easy navigation and booking appointment
Proposed ides
•Change the layout of website in order to give it a luxurious look
•Add Book an appointment page for prior booking
•Add chat box to better assist the incoming website traffic
•Create catchy names to define the spa treatments and add the description and benefits of it supported by photos and videos.
•Create a soothing navigation experience and virtual tour of the spas.
•Add the features, infrastructure and facilities of the premises.
•Add and promote best sellers and spa of the month ( based on season)
•Add lightbox to build a customer base.
Webpage ranking
•Better SEO to improve page ranking.
•Local SEO.
•Optimize the google business page with high quality photos and videos.
•Getting listed in High traffic blogs like Trip adviser, Ibb, wedmegood etc to promote the different packages.
•Add services to the google business page.
Images for UI/UX Reference
Specialized spa &
easy navigation and booking
Social Media
Building a strong brand image through Instagram & Facebook.
Influencer Marketing to increase the reach and acquire new customers.
Build a strong user generated content posts to gain trust.
Make high quality content including photos and videos.
Generate more interactive contents through posts and stories.
Proposed ides
•Develop a signature theme for the Pages and develop content accordingly.
•Promote the UPS and Niche to reach the target customer.
•Do giveaways
•Lead generation for more appointments.
•Aggressive social media marketing for the offers.
•Encourage customers to add reviews and post photos for user generated content.
The Launch Plan
5.
The Brief
Design a Social Media Launch Plan for an Indian Bridal Boutique to create awareness and buzz.
5 Phase Plan
Coming soon>Teaser launch>Trailer launch>Giveaway>Final launch
1
Coming Soon
Catchy Phase- Static & Video Story
“Ask a question” – Guess the news
Poll- Are you from Bengaluru, Are you getting married in 2021, Do you like ethnic wear
Poll- Dream dress with pictures
3 coming soon posts ( photos and videos)
2
Teaser Launch
Make a small teaser video
Announce the news with a teaser (countdown on story)
2 sneak peak posts.
Sneak peak story 1-2 everyday
Are you excited-Poll
Rate the teaser
What is your favorite ethnic wear- quiz
Which bride are you going to be- modern, traditional, contemporary , boho etc- quiz
3
Trailer Launch
Reveal the trailer with complete detail- Shop, Location, Date , Collection, etc.)
IGTV video
Promote the trailer
Influencer marketing ( story share)
Promote Early bird discount or any other offer through posts and story
Announce a coming up giveaway
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Giveaway
Collaborate with Bengaluru based accessory/jewelry brand or influencer and do a giveaway
Promote the giveaway post- targeting Bangalore in location 23-33 female with wedding engagement and ethnic fashion as interest)
Make a main giveaway video post describing the merchandise and rules and 2 supporting posts.
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The Launch
Set a count down
Reveal the collection
Start posting theme based posts
Competitor Analysis
What is Sabyasachi doing?
Multiple Instagram pages- Sabyasachi official, brides of Sabyasachi etc.
Posts on theme behind the design
Romanticized videos of details of garments and making process.
Store reopening announcement with prebooking appointment notice.
A complete page dedicated to real Sabyasachi brides.
Extensive use of IGTV. Links for reference:
What is Ritu Kumar doing?
Instagram bio has the process of booking bridal appointment.
Taking up social issues- Equally Beautiful “who is making your garment?” photos and videos.
Extensive celebrity photoshoot.
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Links of the videos for reference:
https://www.instagram.com/p/CI080-HJk7f/ https://www.instagram.com/p/CHAjpCLpfqq/
What is Shyamal & Bhumika doing?
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Real bride’s photo.
Photos and videos of embroidery and details
Quick response on price enquiry
Reels, reels, reels
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Links of the videos for reference:
Suggested InstagramStrategy
“ Fashion Starts From You” Campaign
Select some common people from Bangalore who can be the target clients .
Collaborate with Bangalore based stylist and photographer and do a photoshoot on the selected people.
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(Geographical Targeting)
1.
“ Handpicked by Celeb” Campaign
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Finalize on a celebrity who has great influence in the southern part of India specially Bangalore.
Ask them to select 5-10 designs from Brand's existing collection.
These designs will be shot on the celeb itself and promoted as handpicked collection.
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(Brand Association & Influencer Marketing)
2.
“ Our Dazzling brides” Campaign
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Contact the brides who have worn The brand on their wedding day.
Ask them to share a high quality picture of them in the dress.
The picture will be put up in the post and can be shared with different pages like weddingz, wedding sutra etc.
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(User Generated Posts & Collaboration)
3.
“ Celebrity spotting”
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Gift few pieces to the celebrities famous in the region.
Ask them to share it on there Instagram story.
The photos of them wearing the piece can be used later as “celebrity spotting” posts
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(Celebrity association for Image Building)
4.
“ Take up a cause”
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Taking up a cause can help in building an emotional connect with the people who care.
Social cause can be anything like:
•Revival of lost art
•Organic and sustainable clothing
•Women empowerment
•Ethical fashion Etc.
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(Community Building & Social Image)
5.