India Handloom, launched by the Ministry of Textiles, is an initiative to assist customers differentiate quality handloom products while endorse the niche brand. With a focus on showcasing the quality in terms of raw materials, processing, embellishments, weaving design, the main aim was to promote the contemporary and traditional designs of handloom.
Leveraging their brand to build an awareness and cast presence across the market segment through different marketing channels, were their main priorities. With a focus on wanting to connect with the youth - their target audience, India's timeless traditional craft was amplified on various social media channels. Our strong focus on the lifestyle aspect of India Handlooms, resonated with young India.
Our research led to the brand’s position in the market and subsequently created strategies which culminated into creating a 360 degree campaign, capturing the essence of the brand and displaying it to the world. We resonated with the millennials of young India and unpacked the vibrance of the craft by engaging the glorious side of every individual. From online campaigns to exhibitions in Paris, we gave the brand a strong foothold for the future.