Fashion Marketing Internship Report by Smiti Patni

INDUSTRY INTERNSHIP 2019 National Institute of Fashion Technology Department of Fashion Communication | New Delhi

SMITI PATNI | 2016 - 2020

Copyright ÂŠ National Institute of Fashion Technology, Delhi, Year 2019 All rights reserved. No part of this book may be reproduced, stored in retrieval system or transmitted in any form by means of electronic, mechanical, photocopying, recording or otherwise without prior permission from National Institute Fashion Technology, except by a review/reader who wishes to quote a brief passage in connection with paper review/essay written for inclusion in a periodical, newspaper or broadcast.

Name:

Smiti Patni Bachelors in Design (Fashion Communication)

Company Name:

Lovestruckcow

Industry Mentor:

Ms. Surabhi Chauhan

Internal Mentor:

Mr. Vishesh Azad

Signature:

_______________

PREFACE

This document is a concise report of the eight weeks summer internship, starting June 3, 2018 and ending July 27, 2018, that I underwent at Lovestruckcow based in New Delhi. The report is an overwiew of all the projects and assignments done during the course of my internship. The objective of this internship is to ease students into the rout i n e o f a p r o p e r w o r k e n v i r o n m e n t a s w e l l u n d e rstand the functioning of the respective industries they work in. The report highlights the profile of t h e c o m p a n y, r o l e s p l a y e d b y e a c h d e p a r t m e n t a n d a n a l y s e s t h e l e a r n i n g a t G e n e s i s L u x u r y. T h i s company provided me with a platform where I enhanced my skill set in Fashion Marketing for various homegrown brands. Overall it was a successful experience in terms of gaining knowledge and giving my best contribution to the organisation.

ACKNOWLEDGEMENT

At the very outset, I am very much thankful to everybody for giving me the strength, courage and ability to accomplish the internship program as well as the internship report in a scheduled time. It gives me immense pleasure to thank a large number of individuals for their cordial cooperation and encouragement which has contributed directly or indirectly in preparing this report. First of all, I would like to express my gratitude t o m y i n t e r n s h i p m e n t o r M r. V i s h e s h A z a d f o r h i s g u i d a n c e a n d f e e d b a c k w h i c h made everything clear to me to complete this report. He kept me on track to complete this report and his suggestions and feedback were very dynamic in making this report as impeccable as possible. M o r e o v e r, I m u s t s h o w m y g r a t i t u d e t o m y I n d u s t r y M e n t o r M s . S u r a b h i C h a u han, founder of Lovestruckcow who willingly took my responsibility and gave me lot of time and shared her working experiences with me. Her guidance showed me a way not only to understand the office culture but also how to work with all the co-workers of the organization and meet the client demands with great team-work. I would also like to express my sincere thanks to all the employees of Lovestruckcow who helped me during my work tenure and made my experience an unforgettable one. All these employees helped me to gain more practical knowledge which made my Internship journey more fruitful.

CONTENTS

Topic 1. Introduction 1.1 Lovetsruckcow Overview 1.2 Lovestruckcow Services 1.3 The Clients 1.4 The Job 1.5 Key Roles 2. Projects 2.1 Kanelle Social Media Calendar Content Creation Friendships Day Campaign

2.2 Indigene Advertising -Summer Solstice Sale Content Creation Social Media Calendar

2.3 Lovestruckcow Social Media Calendar Pride Month Campaign Indigene Case Study

Page 11 13 15 16 17

19 29 35 41 47 53 59 63 65

2.4 Sari Sunday Interview with Nikhil Dudani

2.5 Bodilingo Bodilingo Universe - Boss Lady Bodilingo Universe - Navy Bloom Social Media Calendar Content Creation

2.6 Shades of India Afsana Pre Festive Launch Public Relation Activity - Summer Cooler

2.7 Yavi Content Creation 2.8 Marketing Reports

3. Conclusion 4. Appendix

67 71 73 77 83 89 95 99 103

109 111

Introduction

LOVESTRUCKCOW OVERVIEW

Lovestruckcow works to create a markt i n g s t r a t e g y, w h i c h h e l p s t o r e a c h your desired audiences and get people buzzing. Lovestruckcow is boutique marketing and communication strategy advisory agency based out of Delhi, India, embodying a pioneering entrepreneurial spirit. Lovestruckcow creates personalized and goal-oriented communication for your baby/brand.

1.1

makers. Strong network into a circle of influence in offline and digital worlds. LSC works closely as a partner to shape a n d s t r e n g t h e n t h e b r a n d ’s c o m m u n i cation strategy and its touch points. From devising engaging campaigns to creating a roadmap to strategic collaborations work as a partner to meet t h e b r a n d ’s p u r p o s e .

Lovestruckcow has represented entrepreneurs and brands with long term relationships. Has helped create successful entry level strategies for several international and new brands. Helped to strongly position and differentiate them through competitive market scenarios. With exhaustive network development and collaborations with social media, cultural and digital experts & opinion

LOVESTRUCKCOW SERVICES

Brand Language Strategy A relationship with a client will begin with Lovestruckcow knowing the brand inside out, and blooms with t h e m b e i n g t h e b r a n d ’s m o u t h p i e c e . Social Media Strategy Creating and maintaining all of the clie n t ’s s o c i a l m e d i a p a g e s n a m e l y F a c e b o o k , Tw i t t e r, I n s t a g r a m , P i n t e r e s t a n d t h e i r v e r y o w n n e w s l e t t e r.

1.2

views is what Lovestruckcow is an ace at. Collaboration Love grows when many stellar hands j o i n t o g e t h e r. L o v e s t r u c k c o w i s h a p p y to suggest and strategize collaborations for your brand.

Content Curation Lovestruckcow works very hard to create content for their clients that is interactive and personalized, which connects in an honest way with the b r a n d ’s a u d i e n c e . Public Relations Media loves honest and creative comm u n i c a t i o n . P o s i t i v e v i s i b i l i t y, i n t e l ligent endorsements and honest re-

LOVESTRUCKCOW CLIENTS

1.3

1.4

THE JOB

The job at a glance The job that I was offered at Lovestruckcow was t h e p o s i t i o n o f I n t e r n i n M a r k e t i n g . D i g i t a l M a rketing facilitates the clients with different kind of digital marketing solutions. It was a 2 month long internship program. Responsibilities Brainstorming Client Servicing Campaign Management and Execution Query Management Follow-Up Content Management Research and Development

KEY ROLES

1.5

Founder/Director - Surabhi Chauhan Associate Director - Ribhu Bhorpukan Senior Marketing Manager - Dolly Sharma Senior Marketing Manager - Sukanya Chaterjee Senior Graphic Designer - Nitika Mitla Social Media Manager - Malvika Mehta Social Media Manager - Anmol Gupta Marketing Manager - Diksha Sharma Photographer/Editor - Anmol Arora

Projects

Complete project on page 112

PROJECT 1 KANELLE

2.1

Social Media Calendar

A social media marketing calendar can be anything you use to plan and execute your social media posts. S o c i a l c a l e n d a r s g i v e y o u r t e a m a n o v e rview of what content needs to be published, w h a t ’s c o m i n g n e x t , a n d t h e s t r a t e g y b e h i n d why content is being published at a certain date and time.

Brief For Kanelle, the social media calendar for June and July consisted of ‘Mystic Meadows’. The strategy was to increase sales by targetting customers on social media. The captions and grid were curated according to the above objective.

Date

July 22

July 24

July 26

July 28

Day

Monday

Wednesday

Friday

Sunday

Artwork

Caption

Feelinâ&#x20AC;&#x2122; blue. đ&#x;&#x2019;&#x2122; Kanelle bottom frill top to embrace the summer eclipsing in the rain. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Nothing but blue skies. Frill Details on Frill Detail Shirt in aqua. Shop #linkinbio. . . . #Kanelle #MysticMeadows#SpringSummer19

Frills for days. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

A delicate balance, the circle of life embroidered on mustard. Kanelle back embroidered blouse. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

PROJECT 1 KANELLE

2.1

Social Media Calendar

Process The target was to increase sales by pushing Kanelle SS’19 through social media. The grid and captions were curated to symbiotically convey the inspiration of the collection along with pushing the products from the line through catalog and detail images. The grid had to reflect the color scheme and inspiration from a flower visually and thus we stuck to a coral and floral colour palette. The captions used keywords such as ‘bloom’ to be in sync with the visual theme.

PROJECT 1 KANELLE

2.1

Social Media Calendar

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni

PROJECT 1 KANELLE

2.1

Content Creation SS’19 Detail Shoot

Content Marketing can be defined as “The process of developing and sharing relevant, valuable, and engaging content to target an audience with the goal of acquiring new customers or increasing business from existing customers.”

Brief To c r e a t e products centered sales and

content for Kanelle with a focus on to follow the social media strategy around Business Growth and drive grow brand awareness

Moodboard

PROJECT 1 KANELLE

2.1

Content Creation SSâ&#x20AC;&#x2122;19 Detail Shoot

Process As a result it was decided 80 percent of t h e p o s t s s h o u l d i n f o r m , e d u c a t e , o r e n t e rtain the audience about the products and 20 percent will directly promote the brand. The detail shoot was a part of this rubric and was shot for social media. It was also important to maintain a visual aesthetic during the shoot for it to be translated to the social media platforms. A moodboard to set a color palette and the feel of the shoot was made to dictate the styling and direction.

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Malvika Mehta and Smiti Patni

PROJECT 1 KANELLE

2.1

Friendships Day Campaign

Brief To f o c u s o n m e s s a g i n g a n d v a l u e p r o p o s i t i o n s t h a t h e l p t h e t a r g e t a u d i e n c e d r i v e K a n e l l e â&#x20AC;&#x2122;s business goals, through an aligned editorial m a r k e t i n g s t r a t e g y, w h i c h t a r g e t s t h e a u d i ence through stages they go through during t h e e n t i r e y e a r, c u r a t e a F r i e n d s h i p s D a y C a m paign the various personalities of a Kanelle woman to make Kanelle more approachable and relatable.

U s Tw o By A.A Milne W h e r e v e r I a m , t h e r e ’s a l w a y s P o o h , T h e r e ’s a l w a y s P o o h a n d M e . Whatever I do, he wants to do, “Where are you going today?” says Pooh: “ We l l , t h a t ’s v e r y o d d ‘ c o s I w a s t o o . L e t ’s g o t o g e t h e r, ” s a y s P o o h , s a y s h e . “ L e t ’s g o t o g e t h e r, ” s a y s P o o h . “ W h a t ’s t w i c e e l e v e n ? ” I s a i d t o P o o h . ( “ Tw i c e w h a t ? ” s a i d P o o h t o M e . ) “I think it ought to be twenty-two.” “Just what I think myself,” said Pooh. “It wasn’t an easy sum to do, B u t t h a t ’s w h a t i t i s , ” s a i d P o o h , s a i d h e . “ T h a t ’s w h a t i t i s , ” s a i d P o o h . “ L e t ’s l o o k f o r d r a g o n s , ” I s a i d t o P o o h . “ Ye s , l e t ’s , ” s a i d P o o h t o M e . We c r o s s e d t h e r i v e r a n d f o u n d a f e w “ Ye s , t h o s e a r e d r a g o n s a l l r i g h t , ” s a i d P o o h . “ A s s o o n a s I s a w t h e i r b e a k s I k n e w. T h a t ’s w h a t t h e y a r e , ” s a i d P o o h , s a i d h e . “ T h a t ’s w h a t t h e y a r e , ” s a i d P o o h . “ L e t ’s f r i g h t e n t h e d r a g o n s , ” I s a i d t o P o o h . “ T h a t ’s r i g h t , ” s a i d P o o h t o M e . “I’m not afraid,” I said to Pooh, And I held his paw and I shouted “Shoo! S i l l y o l d d r a g o n s ! ” - a n d o f f t h e y f l e w. “I wasn’t afraid,” said Pooh, said he, “I’m never afraid with you.” S o w h e r e v e r I a m , t h e r e ’s a l w a y s P o o h , T h e r e ’s a l w a y s P o o h a n d M e . “What would I do?” I said to Pooh, “ I f i t w a s n ’ t f o r y o u , ” a n d P o o h s a i d : “ Tr u e , I t i s n ’ t m u c h f u n f o r O n e , b u t Tw o , C a n s t i c k t o g e t h e r, s a y s P o o h , s a y s h e . “ T h a t ’s h o w i t is,” says Pooh

PROJECT 1 KANELLE

2.1

Friendships Day Campaign

Process The inspiration behind this campaign came f r o m t h e p o e m â&#x20AC;&#x2DC; U s Tw o â&#x20AC;&#x2122; b y A . A M i l n e . T h e campaign focused on two best friends with varied personalities twinning in their Kanelle outfits in three scenarios doing different things together portraying their respective personalities. In the first image they are seen at a picnic, while one reads a book the other draws. In the second image, one friend patiently cuts an apple while the other impulsively picks it up and eats and it. The last image shows them in the same dress, one in sneakers and t h e o t h e r i n s a n d a l s a l s o r e f l e c t i n g t h e i r p e rsonalities but leaving it open for interpretation.

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Malvika Mehta and Smiti Patni

Photography - Nitika Mitla Creative Direction - Smiti Patni Styling - Smiti Patni

PROJECT 2 INDIGENE

2.2

Advertising Summer Solstice Sale

Social media advertising is the most cost-eff e c t i v e f o r m o f a d v e r t i s i n g a v a i l a b l e t o d a y. Advertising through social media is powerful because a brand can target their exact demographic. First and foremost, it is essential to know your audience.It is crucial to know what platforms your target audience are on, when they use social media and how they behave online. Also understand not just who youâ&#x20AC;&#x2122;d like to target, but who the brand already resonate with. It pays to expand your target, but donâ&#x20AC;&#x2122;t forget the core base.

Brief To c r e a t e a r t w o r k s f o r I n d i g e n e S u m m e r S o l stice Sale advertisements and research appropriate target sudience for the sale. The sale had to target an audience in the Delhi NCR region.

Keywords Longest Heat Make the most Comfortable Breathable Earth Sun

PROJECT 2 INDIGENE

2.2

Advertising Summer Solstice Sale

Process T h e r e s e a r c h i n c l u d e d t a r g e t i n g I n d i g e n e ’s audience in the Delhi NCR region, through a s e a m l e s s a p p r o a c h , t h e a r t w o r k a n d t h e t a rget audience were decided keeping in mind the the brief given from the client. In order to target the right demographic, the artwork and research had to be approriate to the call to action which was increasing website traffic and eventually convert them into sales. For the Summer Solstice Sale, the tagline ‘The last days of summer spent wearing your most comfortable clothing’ was used and the artworks were also shot and created to give a summery feel. A moodboard and a list of keywords were developed for the same.

Photography - Nitika Mitla Creative Direction - Smiti Patni Styling - Smiti Patni

Photography - Anmol Arora Concept - Smiti Patni and Anmol Arora Styling - Anmol Arora

PROJECT 2 INDIGENE

2.2

Content Creation

Layering love on a chair an Indimade affair

Brief A campaign directed towards making Indigene more approachable and relatable. The suggested campaign was a take on the chair b u r i e d i n a p i l e o f a p e r s o n â&#x20AC;&#x2122;s g o t o c l o t h e s , making the brand more milennial friendly as w e l l a s c r e a t i n g a w a r e n e s s t h a t I n d i g e n e â&#x20AC;&#x2122;s clothes are easy to wear and timeless.

This chair exists because you plan to wear those clothes again in the near future, so you want them to be easily accessible. And you donâ&#x20AC;&#x2122;t want to mix them with the 100% clean, folded and ironed clothes in your wardrobe.

PROJECT 2 INDIGENE

2.2

Content Creation

Layering love on a chair an Indimade affair

Process The inspiration for this campaign came from the ‘If the chair in your room was an actual person’ meme. Indigene wanted to target a generation who believes in pop culture and thus the inspiration seemed justified after researching abouut this chair and asking millen i a l s i f t h e y f e l t t h e s a m e w a y. T h e c a m p a i g n was shot in a natural indoor setting with Ind i g e n e ’s c l o t h e s s t y l e d o n a c h a i r. T h e c a m paign got excellent traction on social media and resulted in sales.

Photography - Anmol Arora Concept - Smiti Patni and Anmol Arora Styling - Anmol Arora

Complete project on page 117

PROJECT 2 INDIGENE

2.2

Social Media Calendar

Brief Indigene is an ethical and sustainable brand, the key message that had to be delivered through social media was the same. The client also wanted social media call to actions resulting in increased sales.

Date

July 3

July 4

Day

Wednesday

Thursday

July 5

Friday

July 7

Sunday

Artwork

Caption

Khadi cotton is one of the most familiar tactile experiences in the world. As iconic from the time of Gandhi, as old as the land itself. Visit our eshop to explore more handmade sustainable clothing. #Linkinbio #Indigene

At the Indigene studio we take inspiration from the natureâ&#x20AC;&#x2122;s colour and form and try to make it a part of our everyday utilitarian lives. Indigene, 145/1B First Floor, Shahpur Jat Village, New Delhi 110049 #Indigene #Indigene

A gentle accent of colour could help lift your monsoon wardrobe, explore our Indigo dyed clothing to find such accent pieces. Visit our eshop to discover more. #Linkinbio #Indigene

Specks of the rainbow from where we stand. #Indigene

PROJECT 2 INDIGENE

2.2

Social Media Calendar

Process S u b t l y, b y c r e a t i n g a v i s u a l t h e m e o f i n d i g o and green the motive was to create a connection with the colors of the earth. The captions were to be written in a manner that they talk about the sustainable aspect but in a l a n g u a g e t h a t a l a y m a n w o u l d a l s o u n d e rstand. The social media calendar was made to schedule posts for the month of June and J u l y, w i t h c a p t i o n s a n d a p p r o p r i a t e h a s h t a g s .

PROJECT 2 INDIGENE

2.2

Social Media Calendar

PROJECT 3 LOVESTRUCKCOW

2.3

Social Media Calendar

Brief To d i s p l a y t h e a r r a y o f w o r k t h a t L o v e s t r u c k cow has done for their clients and indirectly build awareness about their services.

PROJECT 3 LOVESTRUCKCOW

2.3

Social Media Calendar

Process Through careful research, the work that best displayed the wide variety of services LSC offers was curated into a grid. The images were then put in a spreadsheet and scheduled as per day and time for the month of J u l y.

PROJECT 3 LOVESTRUCKCOW

2.3

Pride Month Campaign

Brief To c o l l e c t r e v i e w s a b o u t q u e e r m o v i e s a n d tv shows and curate a grid for social media.

1. Indimade Every product has a story of its inception waiting to be unfolded. Indigene is one such brand, with sustainability embedded in their DNA and a desire to empower the rich craft in India. For Indigene we took the route that f o l l o w e d t r a n s p a r e n c y, t a k i n g t h e i r c o n s u m er behind the scenes and letting the varied crafts do the talking. From the field to the cutting table, each garment had a story and thus was the start of ‘Indimade’. By educating consumers about the craft of making clothing, we hoped they will begin to understand what is required of producing a well-made garment that will withstand the test of time. 2.Indigene Dresser

An Indimade Affair

Perfect the creative When Indigene decided to change base and move to a brand new studio space, we wante d i t t o b e a c e l e b r a t i o n . We h a d t o p r o v i d e a n e n v i r o n m e n t t h a t i n d u c e s c r e a t i v i t y, c o n tent creation and encouraged social sharing. Nail the guest list We p i c k e d p e o p l e f r o m a l l w a l k s o f l i f e t h a t fitted well with the brand and dressed them in Indigene Clothing. This was to ensure that we capitalised on engagement and authentic coverage while creating a relaxed atmosphere.

Being kind to the environment, responsible towards our resources and empowering the craft in India lies at the heart of Indigene. With these ideologies in mind we went on lookout for people who shared the same vision and it resulted in an informed community of people from all walks of life called ‘Indigene Dresser’.

Product engagement

3.Social Media

The Event

We a i m t o t e l l t h e b r a n d ’s s t o r y o n s o c i a l m e d i a i n a w a y t h a t t h e a u d i e n c e u n d e rstands and registers the signature styles in their mind. With use of strong visuals and content we want the audience to recognize t h e b r a n d ’s p r o d u c t s o r s t o r y e v e n w h e n n o t p u b l i c i s e d o n t h e i r o w n p a g e . We a l s o w a n t to promote the philosophy that the brand believes in, so from time to time we introduce it on our pages as well.

The event was a key opportunity to spread

We w o r k e d w i t h I n d i g e n e t o c o m e u p w i t h the best possible ways to get the influencers engaged with the product by displaying their collections during the studio launch. The new studio space provided the influencers with plenty of instant photo opportunities in an aesthetically pleasing environment.

brand awareness while gaining influencer c o v e r a g e . To m a x i m i s e t h i s w e p u l l e d o u t a l l the stops to encourage social sharing on the e v e n i n g . We h o s t e d a s m a l l a c t i v i t y t o k e e p the bustle alive but still being true to Indig e n e ’s i d e o l o g i e s a n d a s k e d t h e g u e s t s t o add to the sentence “I am so sustainable that I….”, this added an extra interactive element.

PROJECT 3 LOVESTRUCKCOW

2.3

Lovestruckcow Website Indigene Case Study

Brief To w r i t e a c a s e s t u d y f o r I n d i g e n e f o r t h e Lovestruckcow website which talks about the numerous marketing activities Lovestruckcow has done for Indigene.

Photography - Bikramjit Bose Creative Direction and Styling - Nikhil Dudani Hair and Make Up - Mitesh Rajani Art - Vartika Sharma

PROJECT 4 SARI SUNDAY

2.4

Interview with Nikhil Dudani

Brief To i n t e r v i e w s t y l i s t a n d c r e a t i v e d i r e c t o r Nikhil Dudani of Feat Cast for Sari Sunday focusing on the Ekaya X Masaba Campaign. This interview was carried out to increase traction on social media and reflect on breaking stereotypes while wearing a Sari. The objective was to make the blog more relevant for the t a r g e t a u d i e n c e t h r o u g h c o n t e n t t h a t i s i n t e resting.

PROJECT 4 SARI SUNDAY

2.4

Interview with Nikhil Dudani Did you have a particular character or muse in

What do you think of Sari as a garment?

mind for this campaign?

I do struggle with draping a perfect saree for

Madhuri Dixit In hum aapke hain kaun. But also

m e i t ’s a b o u t h o w v e r s a t i l e i t i s a n d h o w n o t w o

while researching I found images of Audrey Hep-

drapes can come out exactly the same so for me

burn playing cricket with a plank of wood and

i t ’s a l w a y s a b o u t p l a y i n g w i t h t h e d r a p e e a c h t i m e

wanted to mix the two.

to the persons body and how they would use the palla to their personal needs. I have worked ex-

The campaign looks very much vintage but at the

tensively with sarees and I’ve enjoyed thinking of

same time breaks certain stereotypes and is equal-

endless ways to make them look different each

ly modern. Could you share the conceiving of the

t i m e e v e n i f t h e d r a p e i s c l a s s i c t h e p e r s o n w h o ’s

c a m p a i g n ? We a r e c u r i o u s t o k n o w a b o u t t h e p r o -

wearing it uses it differently which I think is the

cess and its development.

purpose of the unstitched garment for me.

Masaba wanted a very movement oriented campaign showing girls doing things They wouldn’t be

Do you think the campaign would help break the

usually seen doing. Something where they could

s t e r e o t y p e s a r o u n d S a r i a s a w o r k a n d p l a y g a r-

possibly climb walls if needed and Palak want-

ment?

ed to me keep the essence of Ekaya woman so

I don’t know about stereotypes Iv only seen wom-

I thought this was a good middle ground three

en working in sarees be it my mom who was a stew-

girls going to a wedding and stopping on the way

ardess and worked in service through turbulence

to break into a match with the boys on the field.

in a saree to every construction workers around

Wa n t e d t o s h o w t h e s a r e e i n m o v e m e n t a l s o t o

the country women on tea plantations , women’

show that it actually can allow a long stride cause

doing household work so why should women not

of the pleats and can come in handy to use as

p l a y s p o r t s i n t h e m . I t ’s a b o u t w h a t y o u w a n t t o

a handkerchief on a hot day :) also looked great

do in them no one said it was a serious garment

bowling. Also being the most commonly played

ever so to me no stereotype was broken.

s p o r t i n I n d i a I w o n d e r e d w h y i t w a s n e v e r a n a rrative of a campaign let alone a saree/indianwear

The creative industries are undeniably fraught with

campaign.

gender biases. Is this something you’ve encountered in your different fields of work?

How was it working with Palak Shah and Masaba

I haven’t I thought women had an advantage when

Gupta on their collaboration?

It came to styling women cause they obviously un-

I have worked with Palak many times before cre-

derstand the female body better which is in sure

ating campaigns for Ekaya. I really appreciate the

t h e c a s e b u t I t h i n k i t ’s h o w a m a n h e t e r o o r n o t

f r e e d o m a n d t r u s t s h e h a s i n m y w o r k a n d l e t ’s m e

perceives a woman that also adds an edge to how

really take her campaigns to feel and look more

the female body is perceived. However I don’t

authentic as there is more room to experiment and

ever generalize anything in life so I havnt paid

tell stories when the brand and talent share an

much attention to any biases and just focussed on

u n d e r s t a n d i n g o f w h a t t h e o u t c o m e m u s t b e . Wa s

what I really wanted with my work. I have most-

my first time with Masaba she is very meticulous

ly had strong female bosses and surrounded by

about styling and mixing colors. She was very keen

strong women so I always looked upto women

on doing an unusual and unexpected mix of colors

more for inspiration in my work and personal life.

when it came to the blouses. So that was great c a u s e I l o v e t o m i x o d d c o l o r s t o g e t h e r.

PROJECT 5 BODILINGO

2.5

Bodilingo Universe Boss Lady

Brief To c u r a t e a g r i d a n d w r i t e c a p t i o n s f o r ‘ B o dilingo Boss Lady Universe’. The objective of the campaign was to give a personality to the product and the captions had to be written to reflect the same.

PROJECT 5 BODILINGO

2.5

Bodilingo Universe Navy Bloom

Brief To c u r a t e a g r i d a n d w r i t e c a p t i o n s f o r ‘ B o dilingo Navy Bloom Universe’. The objective of the campaign was to give a personality to the product and the captions had to be written to reflect the same.

Navy Bloom Spring Ecstatic Ti m e O u t Comfortable Health Nature Sun

Boss Lady Queen Crown Faith Power Punch Bold

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni

PROJECT 5 BODILINGO

2.5

Bodilingo Universe

Process The process included researching for keywords to reflect the personality of the products in the captions and illustrations. The grid was curated in a manner that it reflecte d t h e l i f e s t y l e o f B o d i l i n g o â&#x20AC;&#x2122;s B o s s L a d y a n d Navy Bloom Muse.

PROJECT 5 BODILINGO

2.5

Social Media Calendar

Brief Bodilingo is a new lifestyle and athletics brand which targets millenials, the social media strategy is to target this generation t h r o u g h c o n t e n t t h a t i s q u i r k y. T h e o b j e c t i v e of this project was to curate a social media calendar which while pushing the products also focuses on health and wellness.

Date

Day

Artwork

Caption #BodilingoMuse

July 3

Wednesday

Saniya Jaiswal | Ballet Dancer Saniya finds her power not in a tutu but in her #Bodilingo. She started training at the age of 19 and fell in love with ballet. She followed her passion and nothing in the universe could stop the badass in her. Saniya sports our ‘Boss Lady’ leggings from ballet to beaches. #RealWomen #RealBodi #BossLadyUniverse

July 4

Thursday

We’ve created the ‘Boss Lady’ leggings to power you round after round. Fun fact: stretch these leggings as far as you can, and the crown print never breaks. #Bodilingo #BossLadyUniverse #Linkinbio

Get, set GO in Bodilingo!

July 5

Friday

Fuel for any duel with a punch of raspberry. Catch the recipe by @naturally.jo below: 3 Frozen Bananas, 1/2 cup raspberries,1/2 cup beetroot and blend it all to a smooth consistency. #Bodilingo #Bossladyuniverse #Linkinbio

July 7

Sunday

More power to all our queens who stretch, skip, fall and get back-up, never without the support of their Bodilingo ‘Boss Lady’. #Bodilingo #Bossladyuniverse

PROJECT 5 BODILINGO

2.5

Social Media Calendar

Process Bodilingo is a new lifestyle and athletics brand which targets millenials, the social media strategy is to target this generation t h r o u g h c o n t e n t t h a t i s q u i r k y. T h e o b j e c t i v e of this project was to curate a social media calendar which while pushing the products also focuses on health and wellness.

PROJECT 5 BODILINGO

2.5

Social Media Calendar

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni

PROJECT 5 BODILINGO

2.5

Content Curation Bodilingo Flat Lay

Brief To c r e a t e c o n t e n t f o r B o d i l i n g o s o c i a l m e d i a using their products to generate awareness about their products and in turn increase sales.

Moodboard

PROJECT 5 BODILINGO

2.5

Content Curation Bodilingo Flat Lay

Process To r e f l e c t B o d i l i n g o ’s b r a n d l a n g u a g e w h i c h consists of quirky and pop colors, the products were shot in a flat lay setting against s h e e t s o f q u i r k y c o l o r e d p a p e r. T h i s s t y l e w a s a l s o s e l e c t e d t o m a i n t a i n B o d i l i n g o ’s b r a n d language and visual theme.

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni

Complete project on page 122

PROJECT 6 SHADES OF INDIA

2.6

Afsana Launch Campaign

Brief To c r e a t e a c a m p a i g n p l a n f o r s o c i a l m e d i a consisting of 30 posts to launh ‘AFsana’, S h a d e s o f I n d i a ’s p r e f e s t i v e c o l l e c t i o n .

Date

Day

Artwork

Caption

Chapter 8: Alyona and Olga July 3

Wednesday

An ode to the nostalgia that lives within the folds of fabrics. #ShadesofIndia #Afsana #PreFestive

July 4

Thursday

Chapter 8: Alyona and Olga A sombre cloud over the mysterious grey sky. Speckles of mukaish over sheer silk, adorned with motifs of flowers using patchwork and laced with hand tucked beads. Rashmi Mann (@rashmimann) photographed by Tenzing Dakpa (@dakpadakpadapka) Styled by Jahnvi Bansal (@jahnvibansal) #ShadesofIndia #Afsana #PreFestive

Chapter 9: Ezhda and Taisiya Inspired by history and charmed by nature. July 5

Friday

Rashmi Mann (@rashmimann) photographed by Tenzing Dakpa (@dakpadakpadapka) Styled by Jahnvi Bansal (@jahnvibansal) #ShadesofIndia #Afsana #PreFestive

Chapter 9: Ezhda and Taisiya Letting dusk arrive at peace at the summer house. July 7

Sunday

The sheer simplicity exudes the exquisite colour harmonization seen within 18th century chintz, with hand painted motifs and hand tucked beads across a family of pastels. Rashmi Mann (@rashmimann) photographed by Tenzing Dakpa (@dakpadakpadapka) Styled by Jahnvi Bansal (@jahnvibansal) #ShadesofIndia #Afsana #PreFestive

PROJECT 6 SHADES OF INDIA

2.6

Afsana Launch Campaign

Process Using the inspiration and design notes provided by the client, each garment was called a Chapter on social media. The three posts dedicated to that particular garment, talked about the inspiration, the elements and the muse of the garment. This was done to create a value proposition and make the garments part of an ongoing story called â&#x20AC;&#x2DC;Afsanaâ&#x20AC;&#x2122;.

Photography - Tenzing Dakpa Styled By - Jahnvi Bansal Talent - Rashmi Mann

PROJECT 6 SHADES OF INDIA

2.6

Public Relations Activity Summer Cooler

Brief To c o v e r ‘ S u m m e r C o o l e r w i t h M a l a ’s L i m i t e d B a t c h ’ f o r S h a d e s o f I n d i a ’s I n s t a g r a m .

PROJECT 6 SHADES OF INDIA

2.6

Public Relations Activity Summer Cooler

Process O r g a n i s e d a t S h a d e s o f I n d i a â&#x20AC;&#x2122;s g u r g a o n s t o r e , the event was about healthy summer salads and drinks. The event was covered by capturing images and videos and talking about t h e e v e n t o n S h a d e s o f I n d i a â&#x20AC;&#x2122;s i n s t a g r a m a n d cover it live.

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni Assisted By - Aradhita Jain

PROJECT 7 YAVI

2.7

Content Creation Yavi Sari SS’19

Brief To p r e p a r e a n d c u r a t e c o n t e n t f o r Ya v i S S ’ 1 9 Impressionist Saris to be launched at Ogaan.

Photography - Anmol Arora Creative Direction - Smiti Patni Styling - Smiti Patni Assisted By - Aradhita Jain

100

PROJECT 7 YAVI

2.7

Content Creation Yavi Sari SSâ&#x20AC;&#x2122;19

Process Ta k i n g i n s p i r a t i o n f r o m t h e i m p r e s s i o n i s t print of the saris, the saris were shot and post processed to create abstract content in a natural outdoor setting. The objective was to reflect movement and fluidity of the fabric and in turn showing the prints on each sari to be later posted on Social Media. The saris were hung and pleated in an outdoor grunge setting to portray the mood of the collection.

101

Kanelle Marketing Report Brief - June 2019

102

PROJECT 8 MARKETING REPORTS

2.8

Monthly Marketing Reports

A marketing report is a document that combines data from across multiple platforms to show the overall performance results of your g l o b a l m a r k e t i n g s t r a t e g y. T h e p u r p o s e i s t o understand whether your current marketing strategies are going in the right direction, as well as how to optimize them. Brief To c r e a t e M o n t h l y m a r k e t i n g r e p o r t s f o r Ya v i , Kanelle, Shades of India and Indigene analysing insights from Facebook and Instagram and reflect on how the marketing strategy is working.

103

Yavi Marketing Report Brief - June 2019

104

Indigene Marketing Report Brief - June 2019

105

106

Conclusion

107

108

CONCLUSION

Wo r k i n g i n a m a r k e t i n g c o m m u n i c a tions agency like Lovestruckcow was one of my dreams when I started as a n u n d e r- g r a d u a t e l e v e l s t u d e n t . I a m so happy that, I could complete this phase of my undergraduate life worki n g i n s u c h c o m m u n i c a t i o n s a g e n c y. For a young blood like me working with the creative minds and professionals definitely was a great experience for me. The office and people there were g r e a t l i k e h o m e . We u s e d t o h a v e f u n , work lately with high encouragement because we felt like, we are working not only for the client but also for the nation and its people. Every communication counts. 360 degree commun i c a t i o n i s d o n e b y L o v e s t r u c k c o w, though 2 months attachments is not enough for a person to learn all those, but the relationships made there are a lifetime asset who are still with me helping learn so many things.

3.1

It was a great journey working with so many local andinternational brands which concludes that, it has been a great learning opportunity for me. This has been a great learning exper i e n c e f o r m y c a r e e r. T h e p r o j e c t s i n this report are done based on the digital marketing education I have recieved. Both conventional and digital marketing communication is highly important to uplift brand awareness and brand performance. Digital marketing communication is essential to make t o d a y â&#x20AC;&#x2122;s b r a n d s s u c c e s s f u l a n d r e a c h not only locally but also internationall y. A g a i n , t h i s r e p o r t i s d o n e w i t h a l o t of limitations and obstacles. Thanks to the many people who helped me to complete this report.

109

Appendix

SOCIAL MEDIA CALENDAR - KANELLE

Date

July 1

July 3

July 5

July 7

112

Day

Monday

Wednesday

Friday

Sunday

Artwork

Caption

This view. Mesmerizing Taj Mahal in the backdrop as #KanelleWoman Teresa Mineiro twirls in Kanelle assymetric frilled dress.

The hands that make each detail so unique. . . . #Kanelle #MysticMeadows #SpringSummer19

Blooms on handloom Kanelle bow-tie top to add a twist to the traditional six yards. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Happy summer days! Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

SOCIAL MEDIA CALENDAR - KANELLE

Date

July 8

July 10

July 12

July 14

Day

Monday

Wednesday

Artwork

Caption

Golden glow with print-on-print! . . . #Kanelle #MysticMeadows #SpringSummer19 #LinkinBio

Delicate florals speckle silken fabrics. . . . #Kanelle #MysticMeadows #SpringSummer19

Friday

Flower-power got us good. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Sunday

Breeze through the haze. Seize the sleeve with Kanelle Printed wrap dress. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

113

SOCIAL MEDIA CALENDAR - KANELLE

Date

July 15

July 17

July 19

July 21

114

Day

Monday

Wednesday

Friday

Sunday

Artwork

Caption Actor and Content Creator, Kusha Kapila strikes a pose at Cannes in Kanelle printed wrap dress. #KanelleWoman Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

â&#x20AC;&#x153;I see flowers as symbolising life, when a flower is cut and removed from the soil, it begins a new life.â&#x20AC;? - Azuma Makoto, Artist. . . . #Kanelle #MysticMeadows #SpringSummer19

Mystic Meadows: A whimsical chapter from the book of Kanelle. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Our go-to pick for comfortable formal wear - the Kanelle apron dress Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

SOCIAL MEDIA CALENDAR - KANELLE

Date

July 22

July 24

July 26

July 28

Day

Monday

Wednesday

Artwork

Caption

Feelinâ&#x20AC;&#x2122; blue. đ&#x;&#x2019;&#x2122; Kanelle bottom frill top to embrace the summer eclipsing in the rain. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Nothing but blue skies. Frill Details on Frill Detail Shirt in aqua. Shop #linkinbio. . . . #Kanelle #MysticMeadows#SpringSummer19

Friday

Frills for days. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Sunday

A delicate balance, the circle of life embroidered on mustard. Kanelle back embroidered blouse. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

115

SOCIAL MEDIA CALENDAR - KANELLE

Date

August 6

August 8

Auugust 11

August 13

116

Day

Tuesday

Thursday

Artwork

Caption

No watering required, but just as beautiful as the real thing. đ&#x;&#x152;¸ Assymetrical top with belt in chanderi. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Blogger, Shereen Sikka (@ shereenlovebug) serving some holiday inspiration in our Printed Wrap Dress. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Sunday

Assymetrical Top with Belt, sublime for summer â&#x20AC;&#x201C; airy and effortlessly elegant. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

Tuesday

Soft linens blend at the golden hour in The Oversized House Coat. Shop #linkinbio . . . #Kanelle #MysticMeadows #SpringSummer19

SOCIAL MEDIA CALENDAR - INDIGENE

Date

3 July

4 July

5July

7July

Artwork DAY

Wednesday

Thursday

Friday

Sunday

Artwork

Facebook Caption

Facebook Caption Instagram Caption

Instagra

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#sus #sus A gentle accent of colour could help lift your A gentle monsoon accent ofAcolour gentlecould accent help of lift colour yourcould monsoon help lift your A gentle monsoon accent of colour c #whom wardrobe, explore our Indigo dyed clothing wardrobe, to find such explorewardrobe, our Indigoexplore dyed clothing our Indigo to find dyed such clothing wardrobe, to find such explore our Indig #reuse # accent pieces. Visit our eshop to discover accent more.pieces.accent Visit our pieces. eshopVisit to discover our eshop more. to discover accent more.pieces. Shop : Visit our esh #de #Linkinbio #Indigene #Linkinbio https://shopindigene-com.myshopify.com/ #Indigene https://shopindigene-com #Indigene #handwo

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117

SOCIAL MEDIA CALENDAR - INDIGENE

9 July

10 July

Tuesday

Wednesday

NO 37 (RED), 1956: khadi oversized dress layered pocketed 11 Julywith chanderi Thursday dress

Our philosophy is to create unique clothing that stands the test of time - both in design and in fabric. We consider each step in the life cycle of our garments, ensuring they are ethically and sustainably produced. #Indigene

#sustainablefashion #sustainabledesign #sustainableclothing #handmadeclothing Our philosophy is to create unique clothing Ourthat philosophy stands is to create unique clothing that stands Our philosophy is to c #whomakesyourclothes #indimade #recycle the test of time - both in design and in fabric. the test Weof time - both in design and in fabric. We the test of time - bo #reuse consider each step in the life cycle of ourconsider garments, each step in the#zerowaste life cycle of#womensfashion our garments, #handmade consider each step i #designers #greenliving #textiledesign ensuring they are ethically and sustainably ensuring produced. they are ethically and sustainably produced. ensuring they are ethi #handwoven #Indigene #Indigene#handloomed #weaversofinstagram #artisanal #zerowasteclothing

#sustainablefashion #sustainabledesign #sustainableclothing #handmadeclothing Green Haze Green Haze Green Haze #whomakesyourclothes #indimade #recycle Capturing the beauty of nature through breezy Capturing the beauty of nature through breezy Capturing the beauty of nature through breezy Capturing the bea #reuse #zerowaste silhouettes and transcending the notion of being bound silhouettes and transcending the notion ofsilhouettes being bound andtotranscending the notion#womensfashion of being bound #handmade silhouettes and transce #designers #greenliving #textiledesign to a season. Explore sustainable handmade clothing on a season. Explore sustainable handmade toclothing a season. on Explore our sustainable handmade clothing on a season. Explore sust #handwoven our eshop. #Linkinbio #Indigene eshop. #Linkinbio #Indigene our eshop. #Linkinbio#handloomed #Indigene #weaversofinstagram eshop. # #artisanal #zerowasteclothing

Breathable, comfortable and organic. ShopBreathable, our Pink Plaid Breathable, comfortable and organic. Shop our Pink comfortable and organic. Shop our Pink Breathable, comfortable Gauze Tunic in Khadi cotton from SS’19 now Plaid Gauze Tunic in Khadi cotton from SS’19 now Plaidavailable Gauze Tunic in Khadi cotton from SS’19 now Gauze Tunic in Khadi on our eshop, https://shopindigene-com.myshopify. available on our eshop, https://shopindigene-com. available on our eshop, https://shopindigene-com. on our eshop, https: com/collections/white-center/products/copy-of-stripemyshopify.com/collections/white-center/products/copymyshopify.com/collections/white-center/products/copycom/collections/white #markrothko #bhutan #SS19 #sustainablefashion woven-gauze-pintuck-kurta of-stripe-woven-gauze-pintuck-kurta of-stripe-woven-gauze-pintuck-kurta woven-g #sustainabledesign #sustainableclothing #eshop #nowinstores #whomakesyourclothes #indimade NO 37 (RED), 1956: khadi oversized #recycle #reuse #zerowaste #womensfashion dress layered with chanderi pocketed Jahnvi Direction, Bansal Production Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting: Creative & Casting: Jahnvi #womenswear Bansal Creative Direction, Pro #handmade #designers dress & Dolly Devi & Dolly Devi & Dolly Devi & #womensclothing #greenliving #textiledesign Photography: Dolly Devi Photography: Dolly Devi Photography: Dolly Devi Photog #handwoven #handloomed #weaversofinstagram Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & M #artisanal #zerowasteclothing Muse: Chimi Dolma Muse: Chimi Dolma Muse: Chimi Dolma Mus #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta #SpringSummer19 #SpringSummer19 #SpringSummer19 #Sp

combined Our Spring-Summer collections have always combined Our Spring-Summer collections have always Our Spring-Summer collections have always combined Our Spring-Summer c the colours, textures and shapes of nature. Shop ourtextures and shapes of nature. Shop our the colours, textures and shapes of nature. Shop our the colours, the colours, textures timeless yet versatile garments, which transition timeless yet versatile garments, which transition timeless yet versatile garments, which transition timeless yet versa home. Visit between our #markrothko seamlessly between travel, holiday and home. Visit our seamlessly between travel, holiday and seamlessly travel, holiday and home. our seamlessly between tr #bhutan #SS19Visit #sustainablefashion eshop to explore the 'White Center' collection. #linkinbio eshop to explore the 'White Center' collection. eshop #linkinbio to explore the 'White Center' collection. #linkinbio eshop to explore the 'W #sustainabledesign #sustainableclothing #eshop #nowinstores #whomakesyourclothes #indimade White cloud, 1956: khadi stripe trench White cloud, 1956: khadi stripe trench #recycle #reuse #zerowaste #womensfashion with pleated hem dress and chanderi with pleated hem dress and chanderi 12 July Friday Jahnvi Direction, Bansal Production Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting: Creative & Casting: Jahnvi #womenswear Bansal Creative Direction, Pro #handmade #designers pants pants & Dolly Devi & Dolly Devi & Dolly Devi & #womensclothing #greenliving #textiledesign Photography: Dolly Devi Photography: Dolly Devi Photography: Dolly Devi Photog #handwoven #handloomed #weaversofinstagram Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & M #artisanal #zerowasteclothing Muse: Chimi Dolma Muse: Chimi Dolma Muse: Chimi Dolma Mus #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta #SpringSummer19 #SpringSummer19 #SpringSummer19 #Sp

118

SOCIAL MEDIA CALENDAR - INDIGENE

Blue and Grey

Pleated hem dress with light wool hand embroidered overlay.

hem dress with light wool hand #SS19 embroidered Pleated hem dress with light wool hand Pleated embroidered Pleated hem dress wi #markrothko #bhutan #sustainablefashion overlay. overlay. #sustainabledesign #sustainableclothing #eshop #nowinstores #whomakesyourclothes #indimade Blue and Grey, 1961: Pleated hem Blue and Grey, 1961: Pleated hem Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting: Creative & Casting: Jahnvi Bansal JahnviDirection, Bansal Production Creative Direction, Prod #recycle #reuse #zerowaste #womensfashion dress with embroidered dress with light wool hand embroidered 14 light July wool handSunday & Dolly Devi & Dolly Devi #designers #womenswear & Dolly Devi & #handmade overlay overlay Photography: Dolly Devi Photography: Dolly Devi#greenliving #textiledesign Photography: Dolly Devi Photog #womensclothing Styling & Make-up: Jahnvi Bansal Styling &#handwoven Make-up: Jahnvi Bansal #weaversofinstagram Styling & Ma Styling & Make-up: Jahnvi Bansal #handloomed Muse: Chimi Dolma Muse: Chimi Dolma #zerowasteclothing Muse: Chimi Dolma Muse #artisanal #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta #SpringSummer19 #SpringSummer19 #SpringSummer19 #Spr

https://shopindigene-com.myshopify. 16 July Tuesday com/collections/textile-bags

https://shopindigene-com.myshopify. com/collections/textile17 July Wednesday bags/products/gudri-double-pocketmessenger

https://shopindigene-com.myshopify. com/collections/textile18 July Thursday bags/products/gudri-evening-clutch

Pure Ghee X Indigene We joined hands with Pure Ghee (@puregheedesigns) to create a collective bigger than ourselves, a step towards minimal waste energy. Thus, we archived and upcyled our waste fabrics and paced towards the creation of our 'Gudri' Bags. #LinkinBio #PureGheeXIndigene

Pure Ghee X Indigene Pure Ghee X Indigene #sustainabledesign #sustainablefashion Pure G We joined hands with Pure Ghee (@puregheedesigns) to with We with joined We joined hands Pure Ghee (@puregheedesigns) #sustainableclothing #handmadeclothing We joined hands Pu create a collective bigger than ourselves, atostep towards to create create a collective bigger than ourselves, a step #recycle #whomakesyourclothes #indimade create a collective bigge https://shopindigene-com.myshopify. minimal waste energy. Thus, we archivedtowards and upcled our waste minimal energy. Thus, we archived and #handmade #reuse #zerowaste #womensfashion minimal wastetowards energy. m T com/collections/textile-bags waste fabrics and paced towards the creation of our fab upcyled our waste fabrics and paced towards the #designers #greenliving #textiledesign waste fabricswaste and pac 'Gudri' Bags. creation of our 'Gudri' Bags. #handwoven #handloomed #weaversofinstagram 'G #PureGheeXIndigene #LinkinBio #PureGheeXIndigene #artisanal #zerowasteclothing #Pure

Pure Ghee X Indigene Combining elements and textures from our excess fabrics, Pure Ghee X Indigene Bags come alive to form something unique and also are best friends with the environment. Explore our full collection on the e-shop now. #LinkinBio #PureGheeXIndigene

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Pure Ghee X Indigene Pure G #sustainablefashion #sustainabledesign Our Gudri evening Mocha clutch will fit in all your Our Gudri evening M #sustainableclothing #handmadeclothing Pure Ghee X Indigene Pure Ghee X Indigene essentials and help reduce your carbon footprint at the essentials and help red #recycle Our Gudri evening Mocha clutch will fit in all your Our Gudri evening#whomakesyourclothes Mocha clutch will fit in all#indimade your https://shopindigene-com.myshopify. same time. s #reuse #zerowaste everyday essentials and be friendly to the environment com/collections/textileeveryday essentials and be friendly to #womensfashion the environment #handmade #designers #greenliving #textiledesign at the same time. Shop link in bio. at the same time. Shop link in bio. bags/products/gudri-evening-clutch Shop: https://shopindigene-com.myshopify. Shop: https://sho #handwoven #handloomed #weaversofinstagram #PureGheeXIndigene #PureGheeXIndigene com/collections/textile-bags/products/gudri-eveningcom/collections/textile #artisanal #zerowasteclothing clutch

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SOCIAL MEDIA CALENDAR - INDIGENE

22 July

Monday

#sustainablefashion #sustainabledesign #sustainableclothing #handmadeclothing #whomakesyourclothes Made with care, our stoles are built with a rich history of Made with love by artisans, our stoles areMade built with rich our stoles withacare, are built with a rich#indimade history of #recycle Made with love by arti #reuse crafting techniques. history of crafting techniques. crafting#zerowaste techniques.#womensfashion #handmade history o #designers #greenliving #textiledesign #Indigene #Indimade #Indigene #Indimade #Indigene #Indimade #Ind #handwoven #handloomed #weaversofinstagram #artisanal #zerowasteclothing

Striped overlay layered with our Khadi Raglan sleeve dress. Visit our studio to discover more. 23 July

Tuesday �Indigene, 145�1� �irst �loor, Shahpur Jat Village, New Delhi 110049 #Indigene

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24 July

Wednesday

A collection of traditional handcrafted methods, our easy Khadi summer must-haves are now available at Ogaan. Shop now at ogaan.com

25 July

Thursday

"Layering love on a chair, an Indimade affair." There's always that 'chair' in the bedroom, you know, the one perpetually buried in clothes. Those easy flowing, true-blue clothes that never go wrong. #Indigene #AnIndimadeAffair

#sustainablefashion #sustainabledesign Striped overlay layered with our Khadi Raglan Stripedsleeve overlay layered with our Khadi Raglan sleeve Striped overlay laye #sustainableclothing #handmadeclothing dress. Visit our studio to discover more. dress. Visit our studio to discover more. dress. Visit ou #whomakesyourclothes #indimade #recycle #reuse #zerowaste #womensfashion #handmade #designers #greenliving #textiledesign �Indigene, 145�1� �irst �loor, Shahpur Jat�Indigene, Village, New 145�1� �irst �loor, Shahpur Jat Village, �Indigene, 145�1� �i #handwoven #handloomed #weaversofinstagram Delhi 110049 #Indigene New Delhi 110049 #Indigene Delhi #artisanal #zerowasteclothing

#sustainablefashion #sustainabledesign #sustainableclothing #handmadeclothing #whomakesyourclothes #indimade A collection of traditional handcrafted methods, A collection our easyof traditional handcrafted methods, our #recycle A collection of traditio #reuse #zerowaste Khadi summer must-haves are now available easyatKhadi Ogaan. summer must-haves are #womensfashion now available at #handmade Khadi summer must-h #designers #greenliving #textiledesign Shop now at ogaan.com Ogaan. Shop now at ogaan.com Shop #handwoven #handloomed #weaversofinstagram #artisanal #zerowasteclothing

"Layering love on a chair, an Indimade affair." "Layering love on a chair, an Indimade affair." There's always that 'chair' in the bedroom, There's you know, always the that 'chair' in the bedroom, you know, one perpetually buried in clothes. Those easy the flowing, one perpetually buried in clothes. Those easy true-blue clothes that never go wrong. flowing, true-blue clothes that never go wrong. #Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair

"Layering love o There's always that 'c one perpetually burie true-blue clo #Indigen

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nday

SOCIAL MEDIA CALENDAR - INDIGENE

26 July

Friday

#sustainablefashion #sustainabledesign #sustainableclothing #handmadeclothing Effortless styles and silhouettes at an arms Effortless length styles from and Effortless silhouettes styles atand an arms silhouettes length literally from an Effortless arms length styles and s #whomakesyourclothes #indimade #recycle Made with care, our stoles are built with a rich history of Made with love by artisans, our stoles are built with a rich your bed. Fend off the summer sweat and your look bed. good Fend on off from theyour summer bed. sweat Fend off andthe look summer good on sweat from and your look bed. good Fend of #reuse #zerowaste #womensfashion #handmade crafting techniques. history of crafting techniques. the go every day. the go every day. on the go every day. on th #designers #greenliving #textiledesign #Indigene #Indimade #Indigene #Indimade #Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair #Indigen #handwoven #handloomed #weaversofinstagram #artisanal #zerowasteclothing

Striped overlay layered with our Khadi Raglan sleeve dress. Visit our studio to discover more. 28 July

Sunday

�Indigene, 145�1� �irst �loor, Shahpur Jat Village, New Delhi 110049 #Indigene

nday

29 July

Monday

A collection of traditional handcrafted methods, our easy Khadi summer must-haves are now available at Ogaan. Shop now at ogaan.com

sday

30 July

Tuesday

Joan Dominique Rai @thewhitehairedguy •Fashion Blogger & Influencer. •Androgyny Model. •Genderless Fashion. •Storytelling Through Fashion.

#sustainablefashion #sustainabledesign Striped overlay layered with our Khadi Raglan sleeve #sustainableclothing #handmadeclothing dress. Visit our studio to discover more. This might be the universe telling you to This get up might and be the This#whomakesyourclothes universe might betelling the universe you to get telling up and you to This get up might and be dress the unive #indimade #recycle dress up in your go-to summer outfit. dress up#reuse in your#zerowaste go-toupsummer in your outfit. go-to summer#handmade outfit. up in you #womensfashion #Indigene #AnIndimadeAffair #Indigene#designers #AnIndimadeAffair #Indigene #AnIndimadeAffair #Indigen #greenliving #textiledesign �Indigene, 145�1� �irst �loor, Shahpur Jat Village, New #handwoven #handloomed #weaversofinstagram Delhi 110049 #Indigene #artisanal #zerowasteclothing

#sustainablefashion An outfit so natural you could almost eatAn it.⁣⠀outfit so natural you could almost #sustainabledesign eat it.⁣⠀ #sustainableclothing #handmadeclothing -⁣⠀ -⁣⠀ #whomakesyourclothes #indimade #recycle A collection of traditional handcrafted methods, our easy Ingredients: cotton, linen, Ingredients: natural dyes Organic cotton, organic linen, natural dyes#handmade #reuse #zerowaste #womensfashion Khadi summerOrganic must-haves areorganic now available at Ogaan. for color, salt to taste.⁣⠀ for color, salt to taste.⁣ ⠀ #designers #greenliving #textiledesign Shop now at ogaan.com #Indigene #Indimade #Indigene #Indimade #handwoven #handloomed #weaversofinstagram #artisanal #zerowasteclothing

"Layering love on a chair, an Indimade affair." Influencer Jean Raibedroom, (@thewhitehairedguy) Influencer There's always thatDominique 'chair' in the you know, Jean the Dominique Rai (@thewhitehairedguy) wearing our _____. wearing our _____. one perpetually buried in clothes. Those easy flowing, #Indigene #Indigene #IndigeneDresser true-blue clothes#IndigeneDresser that never go wrong. #Indigene #AnIndimadeAffair

Joan Dominique Rai @thewhitehairedguy •Fashion Blogger & Influencer. •Androgyny Model. •Genderless Fashion. •Storytelling Through Fashion.

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SHADES OF INDIA - AFSANA CAPTIONS

Chapter 1: Islava and Uliana Resting in her organza dupatta and satin angrakha, unperturbed by the wild whispers. Delicate pleats adorn the ‘Islava’ angrakha, paired with the ‘Uliana’ dupatta featuring a chintz print on organza. The inception of chintz in Europe began with the Indian influence on the continent during the colonial era, spreading the glazed colors over their homeground. Chapter 1: Islava and Uliana Perched on the brink of conclusion, she calmly waits in the satin angrakha with delicate pleats and beadwork across the hems. We drew inspiration from the French and English artwork which often featured scrolling vines to create the blooms on the organza dupatta. Chapter 1: Islava and Uliana Nested no longer, she’s a whirlwind amidst the floral bail prints of her dupatta. Chapter 2: Vera Drawing from the past, she pauses to reflect on the feeling of nostalgia that floods her heart. A hint of glaze in the cotton fabrics highlight the floral motifs which were exclusively used for intricately embroidered quilts and bedsheets in Europe during the coloial era. Chapter 2: Vera A peak into the romanticism of the era bygone. Chapter 2: Vera Choosing bold over bright, dressed in delicate layers of organza and tissue. The digitally blended creation of motifs using different media retains the raw charm of hand-painted art on the ‘Vera’ dupatta. The floral dupatta strikes a beautiful balance against the tissue and chanderi fabric. Chapter 3: Nadia A cloudy blue, blankets a field of zari. The illusions created with the organza cape layered with the silken chanderi kurta strike an alluring contrast with the bold pink of the hand tucked flowers creating a theatrical experience. Chapter 3: Nadia Beyond the veil lies the calm as peaceful as the sea. The calm sea blue of organza is embellished with the boldness of fuschia, achieved by hand-tucked petals in a recollection of the chintz of colonial India.

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Chapter 4: Kiril and Iona Draped in serenity while she waits under the mysterious sky adorned with beads of glass. Drawing on prints from vintage textiles and translating the motifs into hand painted prints for the Kiril Sari and Iona blouse. The sea blue of the Kiril with the navy of the Iona strike a monochromatic contrast. Chapter 4: Kiril and Iona Six yards of Kiril envelop the Iona. Art from 18th century Europe comprising of chintz, which travelled to London during the colonial era, act as our inspiration for our vine-like motifs and translucent glass beads which sit on yards of luxurious gold tissue and silk fabrics. Chapter 5: Zenya and Yana Beginning her journey at the crack of dawn, and letting the light set against her skin. Under the East India Company, bold prints and colors of chintz thrived. The city’s past remains a fascination and a source of inspiration for the hand tucked printed flowers scaterred across a field of deep blue on Zenya. Chapter 5: Zenya and Yana Stillness, a short story, in her reflection. The ‘Yana’ blouse encapsulates the philosophy behind this collection. It comes in colors of the nature, inspired by the hues of vintage textiles from 18th century Europe. The intricately embroidered gold tissue blouse harnesses the power of its heritage and the bold confidence of its wearer. Chapter 6: Raisa and Luiza The unforgiving sun turns softer at dusk, painting her on the landscape in gentle hues before it retires. ‘Raisa’ is the modern interpretation of a time-tested favourite, its delicate embroidery paired against a flaming colour imbues this design with a youthful spirit. Chapter 6: Raisa and Luiza The sunlight eclipses in silk. ‘Luisa’ a delicate flower of silk blooms amongst the restrained elegance of Mukaish over the translucent layers of silken fabrics. Chapter 7: Esfir and Anfiza Within the four walls of the home, the walls that hold memories of its past. ‘Afsana’ exudes the exquisite details seen within chintz of the 18th century, with hand embroidered beading across a family of prints in hues of the earth.

SHADES OF INDIA - AFSANA CAPTIONS

Chapter 7: Esfir and Anfiza The glass beads around her neck, reflect memories of years gone by. â&#x20AC;&#x2DC;Esfirâ&#x20AC;&#x2122; kurta is an ode to the chintz from centuries past. Taken from upholstered vintage fabric, it infuses modernity by creating depth with sheer layers of tissue and silk fabrics. Chapter 7: Esfir and Anfiza Exuding an effortless yet distinct power in her beauty. Chapter 8: Alyona and Olga The mirror has seen the terrain change color and mood, as she sits there solemnly. Inspired by the delicate feel of vintage textile, the floral print and motifs are placed on yards of silk as if considered around a piece of 18th century chintz. Chapter 8: Alyona and Olga An ode to the nostalgia that lives within the folds of fabrics. Chapter 8: Alyona and Olga A sombre cloud over the mysterious grey sky. Speckles of mukaish over sheer silk, adorned with motifs of flowers using patchwork and laced with hand tucked beads. Chapter 9: Ezhda and Taisiya Inspired by history and charmed by nature. Chapter 9: Ezhda and Taisiya Letting dusk arrive at peace at the summer house. The sheer simplicity exudes the exquisite colour harmonization seen within 18th century chintz, with hand painted motifs and hand tucked beads across a family of pastels. Chapter 9: Ezhda and Taisiya Confident of her past and grounded in her roots. Floral motifs are printed over luxurious tissue fabric laced with beads of glass along the neck and cuff of the kurta.

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3 June, 2019

15 May, 2019

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Department of Fashion Communication | Batch of 2020

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