I.Objective:
To plan a campaign around the different crafts and artisans of India as the brand strongly believes in uplifting the local karigars and going vocal for local
II.Process:
Step 1: Identify the different crafts used by the brand for their shoes: Mughlai, Mirror work, Ikat, Dhaga, Zardozi and Salli
Step 2: We did a a small shoot showcasing the craft styles along with products and also of the karigars that work at the factory
Step 3: The two campaigns we came up with were called: #Kkarigari and #KkarigarsOfKkarma
We used our images to create a grid showcasing and educating our audience about craft! Through this grid we gave the viewers a behind the scene glimpse into the warehouse.
The viewers connected and appreciated the brand more after seeing the karigars working hard and diligently on the shoes.
Step 4: We also inculcated this theme in our stories by showing and educating the audience on the process of the crafts that were covered and ways to uplift artisans. We also gave shoutouts to small homegrown brands that we love!
III.Results: As shown below
Credits:
Photographer: Ryan Martis
Videographer : Rishav Jain