Client
RmKV Silks Pvt. Ltd.
Project Details
Social Media -
Campaign Shoot, Development
& Influencer Marketing
Photography & Videography: Anirudh Ganapathy & Vikas Pureti
For the festive season, RmKV Silks created a range of naturally-dyed Kanchipuram silks that were handwoven at their facility in Tamil Nadu. The natural dyes had been researched for 14 years and recreated using ancient techniques that were once forgotten with the advent of synthetic dyes.
The communication task had two aspects – creating awareness about the revival of natural dyes in Kanchipuram silks, and establishing that RmKV isn’t just a retailer but also a manufacturer of handloom silk sarees. By combining storytelling, influencer marketing and interactive content, we created a digital campaign that made Naturals one of RmKV’s most iconic and best-selling collections.
Each saree was introduced with a video that also explored how the garment’s main natural dye was created at the RmKV facility in Tamil Nadu. The videos intercut between product and process, wearer and weaver, to celebrate the handcrafted beauty of each saree.
Styled by influencers
Collaborations with social media influencers generated awareness among a wider audience, leading to a spike in website and social media visits.
Contests & quizzes
To draw attention to the range of natural dyes used in each Naturals saree, we ran the ‘Namakaran’ contest. It invited our social media audience to name each saree in the collection, drawing inspiration from the natural dyes and motifs used. We generated further interest in the sarees through ‘Weaving Wednesday’, a bimonthly quiz. For this campaign, the quiz tapped into trivia about natural dyes.
Product page redesign
On the website, the product pages for the collection were redesigned to show which natural dyes were used for each saree, alongside videos that showcased how the dyes were derived. This gave customers a detailed understanding of the craftsmanship involved in the creation of each saree.
To offer customers a deeper insight into the natural dyeing and handloom weaving processes, we created a detailed blog, which also boosted SEO and digital marketing efforts for the campaign.
