LUXURY
BRAND
LAUNCH
TEHZEEB
HERITAGE Mukeish work is an integral part of Lucknow’s history as it originated in this city. This form of embroidery was first developed for the royalty that resided in the city as part of their finery. karigari has been a source of income in Lucknow for centuries. The city of Lucknow is synonymous with royalty, culture and many religions . Its a melting pot of the cultural heritage that blends zealously with modern developments. The city however, has kept intact its golden Luckhnawi Tehzeeb, a fact that makes one feel proud and humble! LUCKNOW is not just home to some amazing Nawabi fashion culture and shayari. Its hidden crafts include much more beyond the obvious CHIKANKARI. One of the most beautiful embellishment and ornamentation art- THE MUKEISH BADLA also find their origins here. This type of karigari has been around since the Rig Veda era, and it went onto prosper during the Mughal period. Initially real silver and gold was used to make these threads, but now real raw material is not used. Craftsmen have different ways of polishing the thread to make it appear brighter. BADLA is also used at times to give the appearance of sequin work but it requires much more intricate artisanship.
UNIQUENESS OF MUKEISH WORK This type of karigari involves twisting thin metallic threads to create patterns all over the fabric. Although the most common pattern is dots, other patterns are also created in Mukesh work. It was first developed for the royalty since Mukeish work initially used precious metals like gold and silver to make threads.
HEDONISTIC PLEASURE
Just as Mukeish lends undeniable beauty to clothes and attire, now the same elegance will be reflected in interiors and d'decor, bringing royalty at your doorstep.Â
DREAM We are defined by our commitment to excellence and our passion to bring to life, visions that meld expertise with art. Each collection is designed to beautifully convert a room into your dream home, bringing the 'Live royally' philosophy to life. Beauty attracts the eye but royalty captures the heart, You don't buy Mukeish interiors just to go for a spin. You buy it to make an appearance, you buy it because you want royalty at every corner of your home than everyone else, that screams "We"ll live in luxury for the rest of our lives."
IN-DEPTH RESEARCH
01 Step 1: Chapaayi
The motif is first printed on the fabric using a mixture of gum and neel (indigo powder). This print can be transferred onto the fabric using either a block or a perforated paper stencil.
02 Step 2: Takaayi
The metal that is being used is usually in the form of a wire. These are first stretched into strips and are then passed through the fire so that the metal takes on different hues. This is then cut into wires of finer breadths. Next, they are beaten using a smaller hammer so that the density of the wire is almost paper thin.
03 Step 3: Ghutaayi
Once the embroidery has been done, the fabric is spread out flat on the ground over a blanket (so as to avoid accumulation of dirt and stains). The embroidery is then rubbed thoroughly over with a glass bottle or cowrie shells. This is done to work out any lumps in the embroidery. It also burnishes the metal and leaves it brighter and shinier.
Why should a luxury brand be created out of Mukeish Work? HEDONISTIC PLEASURE: Product is made to last. Wires made out of 24 carat gold will be used in karigari. Makhmal velvet and padding of mulmul cotton will be used in our products for extreme softness and lustrous look. No machine work, completely labor intensive. HIGH PRICE: Makhmal velvet in itself is a very royal and expensive fabric. The drapes, rugs and all other products will be weighed and then the price will be determined. The amount of gold and silver used will be weighed. TIED TO HERITAGE: This work was done at the time of nawabs and mukeish work worn by the royal families because it was so expensive. It has a Mughal heritage of pure karigari.
Why should a luxury brand be created out of Mukeish Work? RESTRICTED DISTRIBUTION: Store will only be located in Lucknow. Also it will take months or even years to make a single product as everything will be done by hand. PERSONALIZED SERVICES: Every customer will be appointed a personal designer who will look after everything from sizes, to design, colour, motifs and everything. Services will be provided at home. Every time a loyal customer visits our store, a red carpet of pure makhmal will spread before them. They will be welcomed with a garland and will be given a gold jasmine bracelet. Karigars associated with the royal families will work for our brand. You don't need be appointed as a Nawab, or considered powerful by someone else. To feel and live the luxurious life of Nawab, you just simply need to purchase tehzeeb decors.Â
PRODUCT DRAPES CUSHION COVERS BLINDS RUGS AND MATS
PRICE Price will be determined by the weight of wires, pure silver and pure gold wires. The range for drapes with pure golden wires will start from 10,00,00 and above. For small cushion covers the range will start from 30-50 thousand, for medium sized it will start from 80-1 lakh and for the large size, one lakh and above. Blinds will start from 3-5 lakhs. Rugs and mats will range from 80,000 and above. Hence, rest depending upon on your sizes and customization.
PLACE MAKING HOMES ROYAL
Manufacturing unit in Lucknow, India is where all the magic is brought to life. Fabric are created here destined for homes around the world. There will be just one store which will be located in Lucknow itself. One of the preserved royal palaces of lucknow, Moti Mahal of Nawab sadat Ali khan near Gomati river will be converted into our store.
YARN PROCESS - FABRIC WEAVING - FABRIC PROCESSING - BLOCK PRINTING - STITCHING - EMBROIDERY
PROMOTION BRAND NAME AND LOGO Our brand name is "Tehzeeb." The city of Lucknow blends royalty, culture and many religions. Our brand preserves the golden past and sublime culture of Lucknow known as the Lucknowi Tehzeeb. The motif of our logo is a reflection of the pure intricacy of Mukesh work. Our logo includes Purple and golden colours. The color purple symbolizes enchantment, power and luxury. Purple combined with golden looks flashy and portray wealth and extravagance.
COLOURS AND MOTIFS
PACKAGING IDEAS
BRAND IDENTITY PRISM
Nature's Feature started out selling homemade products and became Hand done karigari, salme popular dueka tokaam its quality sitare and sporty attitude.
Royal colours (golden, purple, silver etc.) Intricate motifs, Logo Expertise with art
You feel like a Nawab, You feel the reminiscence of royal heritage & experience the luxurious life
PHYSIQUE
PERSONALITY
CULTURE
RELATIONSHIP
prestigious, Elegant, high social position, aristocratic
Regal, full of pride, distinguished
NAWABI TEHZEEB
REFLECTION
SELF IMAGE
Lucknowi Tehzeeb (India), Nawab, Mughal art, Karigari
High standards, extortionate, powerful, elevated and posh
CREATIVE BRIEF OBJECTIVE: We will define our commitment to excellence and our passion towards Nawabi culture to bring to life visions that meld expertise with art. The objective is to understand the aesthetic sensibilities of Mukesh as a superior art form in decors. MISSION: We will work hard to deliver our promise. As a brand, we aspire to bring design and innovation by delivering the purest form of mukesh in decors, to make your homes royal and elegant.
TARGET AUDIENCE
01
02
DEMOGRAPHICS
PSYCHOGRAPHICS
AGE: 40-65 Years GENDER-Female and male both INCOME- Annual income of 1 billion MARITAL STATUS- Mostly married OCCUPATION: business class, CEO, People with royal background EDUCATION: Intellectual, cognitive, creative field.
Regal, perfectionist, ,High standards, extortionate, powerful, posh Uses more than 4 devices a day. Are not easily influenced by celebrities. Innovation keen. Sensitive towards traditional values.
TARGET AUDIENCE
03
04
GEOGRAPHIC
BEHAVIORAL
Consumers will be national and international both. But mostly the consumers will be Indian because they understand the heritage of Nawabs. Customers will be more from metropolitan cities like Delhi, Mumbai, Kolkata and Bangalore.
Tehzeeb buyer falls into two groups, "old money and new money." The old money buyer wants an heirloom that he or she can pass down through generations. The new money buyer is looking for an instant recognition.
INTEGRATED MARKETING COMMUNICATION ADVERTISING: CAMPAIGN NAME AND THEME: The theme of the whole campaign will be expressed by the slogan "MADE WITH HAND." This campaign will strive to equate that feelings linked to one's own legacy goes beyond the product. Emotion comes before utility. Our campaign will communicate the emotion behind the Tehzeeb purchase along with the allure of it's legacy. Each product is crafted to express the sense of exclusive culture and heritage that comes with owning our decor. We are creating a legacy, that will last forever. Our legacy will not leave something for people, it leave something in people.
INTEGRATED MARKETING COMMUNICATION
ADVERT IDEA & NAME: "MADE WITH HAND" The promo will run on Youtube and on our official website. It will show the true essence of our brand. It will start with door opening of a beautiful home which looks like a palace, consists our decors. And there will be shots of karigars working. It will show the whole process of karigari, from block printing, to beating and melting wires to bending them with karigari on makhmal, padding of muslin cotton. How 24 gold is melted into thing wires and then twisted. How intricately a motif is created, by hand. There will be shots of decors in a princely home and side by the side, the clips of what goes behind all that and how the final product is created.
PRINT ADS
PRINT ADS
PRINT ADS
LUXURY
BRAND
LAUNCH
TEHZEEB Â PR & EVENTS
PUBLIC RELATION OBJECTIVE
To introduce the brand and it's values. To introduce the product range "made by hand" To look back at the early days of Lucknowi and Nawabi culture and bring it's heritage back in a new and a different form. To create a more personal relationship with consumer both offline and online.
STRATEGIES Establish Tehzeeb as the only luxury decor brand based on pure karigari. To create the highest brand value and pricing power by leveraging all intangible elements - i.e. heritage, country of origin, craftsmanship, man-made etc. To reinforce the desirability of our products and attract attention from the target audience. Create a sense of exclusivity among the customers. To make the customers as well as the craftsmen familiar about the heritage and the values of the brand.
TACTICS Our campaigns will run on our official website and Youtube. There will be Print editorials as well but only in certain leading decor magazines like Verve, Elle decor India and Better homes and garden. We want to create interactive and innovative content through Instagram, Facebook and Twitter. It will help us to make the consumer understand the values of the brand in a much better way. We will make sure that the level and tone of the images that we will use is true to the tone and style of the our brand. Our store will only be located in Lucknow, where the Mukesh art work belongs to. When people won't have an easy access, they will desire our products more. We will set a standard, that if you want that royalty to reflect in your homes, you need to visit city of Royalty "Lucknow" and then our store to fulfill your desire.
TACTICS
We have introduced “patience” as a very strong principle and element in our brand strategy. Customers cannot expect to walk into a store and walk out with our products. Instead, one has to place an order and wait for a few month or years before it is ready. More attention will be paid to pre launch activities that will run over for 6 months before the launch as this will be a strategy tool in order to predict the demand and make necessary changes. There is a mandatory 2-year training for new craftsmen before he or she can start working. This slows down production time but our philosophy is to maintain scarcity and exclusivity. We will hire only 200 craftsmen a year. Loyal customers will get exclusive perks, like invites to special events. Products will never be offered on discounts.
 CALENDER 10/05 The Annoucement (press release)
10/09 Video ad release
02/07 First look through social media
13/10 Press Event
20/08 Print ads & editorials
15/10 THE LAUNCH
FIRST LOOK Tehzeeb will share the images of the culture and heritage of Lucknow and few product range, in social media including Instagram, Twitter and Facebook. Hashtag #comingsoon and #madewithhand will be used. The buzz created will be tracked down through comments, likes & shares.
PRINT ADS Ads will published in leading decor magazines, where customers can look at the product more closely. There will be write up about the brand, of who we are, it's authentic craftsmanship and celebrating the re-birth of Mukeish.
VIDEO RELEASE The video will be released on Youtube and our official website, to encourage user interaction. To make people familiar about the craftmanship, heritage and culture of the brand.
PRESS EVENT Just 2 days before the launch, the press event will be held, to generate press cverage just before the launch.
THE LAUNCH EVENT Store launch event will be held in the store itself, in Lucknow. The huge open foyer of the store will be the place where the launch event will take place.
MEDIA LIST Grazia Vogue Huffington Post Miss Malini Elle Decor GOODHOMES Inside Outside Architectural Digest Verve Arnab Goswami Ravnish Kumar Barkha Razdan Rahul kanwal
GUEST LIST Saif Ali Khan Kareena Kapoor Sharmila Tagore Manish Malhotra Amitabh Bacchan Asma Husain Muzaffar Ali Kanika Kapoor JJ Valaya Javed Akhtar Irfan Khan Anita Shroff Adjania Mehernaaz Dhondy
Masaba Gupta Aditi Rao Hydri Neeta Lulla Farhan Akhtar Shabana Azmi Sanjay Leela Bhansali Gauri Khan Suzane Khan Sunita Kohli Hameeda Sharma Twinkle Khanna Parmeshwar Godrej
MEDIAÂ INVITE
GUEST INVITE
EVENT SHOW-FLOW 6:30 PM: GUESTS WILL GATHER IN THE OPEN FOYER OF THE STORE WHERE THE EVENT WILL TAKE PLACE. 7:00 PM: INTRODUCTORY SPEECH BY THE BRAND DIRECTORS. AND THE PROMO "MADE WITH HAND" WILL BE PLAYED. 8:10 PM: MEHFIL WILL START. A GROUP OF LUCKNOWI SINGERS WILL PRESENT QAWALIS AND GHAZALS. 8:50 PM: CLASSICAL DANCE (KATHAK) PERFORMANCE. 9:45 PM: GRAND BUFFET 10:30 PM: GIVE AWAYS EVENT WILL END AT 11 PM.
GIVE AWAYS The hamper will consist of luxury sweet of Lucknow (Revari), Lucknowi famous drink (packet of Gulabi Tea), pure mukeish scarf, Gold plated culinary, small note of our brand (who we are), and a pair of cushions with mukeish embroidery.
EVENT SET UP
EVENT SET UP
EVENT SET UP
EVENT SET UP
EVENT SET UP
EVENT SET UP
VISUAL MERCHANDISING
OBJECTIVE Since our brand is all about mukiesh and its luxurious nawabi touch, we wanted to have our display reflecting the same essence of the brand. Our main focus will be on its motifs, colors and the fabric material which will be used while making these beautiful upholstery. It's the tehzeeb of Lucknow which made us work on this ideation and window display.Â
STORE LOCATION We will convert Moti Mahal palace, built by Saadat Ali khan into our store. It is located in Hazratganj Lucknow, near Gomati River.
INSIDE THE STORE Instead of departments and products displayed on racks, we will use the rooms in the palace to showcase our products. All the rooms will consist mukeish decors, so that the customer can experience the royal lifestyle. It will be a two floor store with around 30 rooms, including bedrooms, drawing rooms, lobby area etc.Â
ATTIRE DRESS CODE: TRADITIONAL ATTIRE
VIP EVENTS Loyal customers will be invited to VIP events held at the foyer of the store and the special lunch events, in the buffet area of the store.
FLOORING & MUSIC Off cream carpets will be there on all over the floor. The carpets will too have the motifs of Lucknowi art, not embroidered but block printed. Golden and silver motifs will be there. Carperts of pure makhmal. Traditional music, qawalis and ghazals will played in the store throughout.
WINDOW DISPLAY ELEMENTS TYPE OF WINDOW DISPLAY: We will have a criss cross display. It's a strategy in which the retailer stocks a number of varieties of a particular product line. SETTING: We will have a realistic setting. ELEMENTS: Colors: All royal neautral and pastel colours Focal point: On our motifs and Embroidery Texture: Mukaish work refelcting gold and silver string LIGHTNING: Subtle cream and white lightning OUTDOOR SIGNAGE: Just the brand name with it's logo. SYMMETRY AND SPACING: Few feet on the edges of the display to let your focal point breath.
STORE LAYOUTÂ
ROOMS
FIRE EXIT
OPEN BALCONY
OPEN BALCONY
LOBBY FOR SITTING AND RECEPTION WITH CASH COUNTER
FIRE EXIT
ENTRANCE GATE OPEN FOYER
ROOMS
3-D STORE LAYOUTÂ
B EE Z H TE
FASHION MEDIA COMMUNICATION
EFFORTS BY: SAMIKSHA ESHAN NATASHA ANUSHREE SECTION A, LEVEL 2