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India Handloom Brand

India Handloom Brand

The Brief

India Handloom brand is an initiative of the Ministry of Textiles, Government of India, for branding of high quality handloom products. It differentiates high quality handloom products and help in earning trust of customers by endorsing the quality of handloom products in terms of raw materials, processing, embellishments, weaving design and other quality parameters and by ensuring social and environmental compliances in their production.

5 key features of India Handloom Brand:

  • 100% Handloom
  • 100% Natural
  • Assured fast colours
  • Skin friendly dyes
  • Socially compliant

The India Handloom Brand products are also available in Retail Partnership Stores in major cities across India.

India Handloom Brand

OBJECTIVE

TG is 18-30 yrs, M/F, top 15 towns, Urban, SEC A, A1, B1.

The TGs wardrobe today is a reflection of the choices he/she is making today. It ranges from the cool casuals to smart everyday wear to evening wear to embellished festive/occasion wear. There is a plethora of brands to choose from in each category. The objective was to make India Handloom a part of this wardrobe.

India Handloom Brand

THE CHALLENGE

Raise awareness among manufacturers as well as consumers and creating demand for India Handloom brand products.

India Handloom Brand

COMMUNICATION STRATEGY

We created a campaign to position the brand in the style and comfort space. A 360 degree campaign that included Print, Television, Digital, Outdoor, Radio, Cinema and Retail branding was created and executed to promote India Handloom Brand as a new brand for authentic handwovens for modern day wear for young men and women.

CREATIVE IDEA

IHB is a reflection of you as an individual and celebrates you for who you are.

THE RESULT

Two months campaign resulted in huge visibility of the brand across 20 cities and resulted in increase of footfall in IHB partnership stores across these cities.

India Handloom Brand