Case Study
Elegance is found in the ordinary
Client
An artisanal saree brand collaborating with weavers, craftsmen, and textile artists across India to create unique and cherished designs.
Problem
The saree brand was preparing to launch a new collection inspired by the simple, everyday moments that women cherish. Although well-regarded for its craftsmanship, the brand needed a content approach that would resonate deeply with women who find beauty and purpose in their daily routines. The target audience included working women who manage a range of daily roles, balancing work, home, and personal time. Additionally, the campaign required subtle elements of Bengali makeup to bring out a timeless, traditional aesthetic.
Insight
In a world where life moves at a fast pace, there is a desire for simplicity and authenticity, especially among women who blend work responsibilities with meaningful daily rituals. Many find joy in everyday actions—whether it’s shopping for fresh vegetables, sipping chai at a roadside stall, attending work meetings, or heading to an office. For them, these are not merely tasks; they are opportunities for connection, self-expression, and a source of quiet joy and fulfillment.
This insight allowed us to frame the campaign around the concept that elegance is found in the ordinary, celebrating women who embrace and find beauty in the simplicity of life, both in personal moments and professional settings.
Solution
To capture this essence, I developed a month-long content strategy that celebrated these daily rituals and showcased the collection’s versatility. The collection’s 8 sarees were showcased through dedicated posts for each piece, highlighting their craftsmanship. Additionally, I integrated reels to bring the sarees to life in motion, with some reels focused on the sarees in everyday scenarios, and others capturing their aesthetic details.