Client
RmKV Silks Pvt. Ltd.
Project Details
Social Media -
Campaign Shoot & Content Creation
Photography & Videography : Showreel Productions
RmKV, which was founded in 1924, is celebrated for its handloom Kanchipuram silk sarees. Its stores enjoy a loyal clientele, but the brand wanted to connect with its core audience on social media – women aged between 18 and 30 years. While this audience loves RmKV’s designs and quality, they typically reserve handloom Kanchipuram silk sarees for weddings and celebrations. Our challenge was to recast the Kanchipuram weave as a versatile garment that can be styled creatively for everyday occasions as well.
To achieve this, we first chose Kanchipuram silk sarees that matched the internet’s most searched color that year – pink. We then worked with stylists and photographers to contemporize the Kanchipuram silk saree and view it through the lens of everyday events – work meetings, brunch, a date and a festive get-together.
The styling of the ‘Think Pink’ series was bold and the mood was candid. The series reinvented the imagery of the legacy brand on social media, while also enabling young women to reimagine the possibilities of a handloom Kanchipuram silk saree and make it their own.
