MxMIndia

Tag: Craftsvilla

  • The leading ethnic wear brand’s new digital marketing campaign is all about embracing women for who they are and who they wish to be

    #JudgeMeNot, says Craftsvilla’s latest ad campaign

    By A Correspondent

     

    Craftsvilla has launched its latest campaign, #JudgeMeNot.

     

    Commenting on the campaign, Monica Gupta, Co-founder, Craftsvilla, said: “Over the years, our culture and society has increasingly stereotyped women, constantly labelling them, pressure of perceptions, judging them for appearance and choices. Through our campaign, we attempt to empower women by not being harsh on their selves and instead embrace the way they truly are. The campaign resonates with Craftsvilla’s ethos of celebrating the modern Indian woman.”

     

    Craftsvilla has also collaborated with 150+ women influencers from all walks of life spanning across the country including fashion influencers, women bikers, transgender personalities etc.

  • It's the new buzzword in marketing, but is it for real? We spoke to some speakers at last week's Content Marketing Summit

    Brand-building via Content Marketing

     

    Text and Videos by Santosh Jangid

     

    How critical is Content Marketing to the marketing and media fraternity. It’s growing in acceptance, was the broad verdict from a cross-section of the fraternity at the Content Marketing Summit Asia 2016 held in Mumbai last week. The third edition of the Summit saw over 300 delegates listen in to to a diverse set of speakers. Amarjit Batra, CEO of OLX and the  first keynote speaker, stressed upon the fact how content has become the most important element in marketing today. Sandeep Bhushan of also emphasised that the timing is perfect right now to explore content marketing. Flipkart’s Senjam Rajsekhar spoke on the Flipkart way of storytelling. Using Salman Khan’s dialogues from blockbusters, Ashish Patil of Yashraj Films conveyed how to be a “Sultan” of content marketing. And Rohtash Mal of EM3 Agri Services, the second keynote speaker, encouraged marketing professionals to find a strong purpose of their marketing activities.

     

    The conference hall started Summit Chairperson RP Singh’s opening address “I am personally satisfied with the response as we continue to raise the bar every year. Unlike other events, we focus only on great content with almost Zero sponsored sessions so that CMS Asia becomes a platform to learn for every one rather than a platform to sell services,” he said while announcing that next edition will be held at Delhi NCR.

     

    The CMS Asia awards in five categories were also announced on the same day. Y-Films from YRF walked away with Content Marketing Agency of the Year & Content Marketing Innovator of the Year awards. Brooke Bond’s Six Pack Band was declared Content Marketing Campaign of the Year, which was also created by Y-Films. Content Marketing Brand of the Year was awarded to Nescafe and comedian Kapil Sharma was declared Content Marketing Personality of the Year.

     

    Senjam Raj Sekhar, Head of Corporate Communications, Flipkart

    How does Flipkart use content to reach various stakeholders?

    The way we look at it is that every organisation has interesting stories within itself. stories of customers, stories of employees and stories of the organisation itself or stories on how the organisation is funded. We have a team of writers and storytellers who actually go and hunt for the stories and  who look at what are the stories that will be of interest to readers. We report on ground and we found a lot of customers from Jhumaritalaiya actually shopping on our website. So we send them to Jhumaritalaiya, spent a week there to find out why Jhumaritalaiya is shopping online and from the mobile phone and we found some very interesting insights there. So, essentially if there are stories inside the organisation, then it is our attempt to tell those stories.

     

    You have said that Flipkart generates a lot of clicks on LinkedIn and Twitter but not on Facebook despite your various attempts to promote your content there. Why is that?

    The kind of content that we have are more long form content. Short videos of say 20-30 seconds work very well on Facebook, short posts work very well but if you look at long form pieces of around 2000 – 3000 words, we find a more engaging relationship on LinkedIn and on Twitter. The clickthrough rates of LinkedIn and Twitter are much more higher, in fact 4-5 times higher than Facebook. So medium to medium it depends on whether you have short form content or long form content. If you have a lot of visual content, then you use Instagram.

     

    Manish Kalra, Chief Business Officer, Craftsvilla

    Would you say that content marketing has short-term or long-term gains?

    Content marketing is completely a long-term phenomenon and you may not get short-term gains. What you can get is how many repeat visits are you driving to your website, what is the stickiness of the users that you are getting in, how much content consumption in terms of pages view per visit is happening, is it increasing your time spend on the site. So that’s where content marketing becomes very important for e-commerce websites but if you are looking for short term results it’s not at all effective.

     

    How does one check if content marketing is working or not for the audiences. What are the parameters for measurement of efficacy?

    Some of the parameters are that it will not be direct e-commerce attribution but it will be more around stickiness, repeat visits and pages view.

     

    Do you think content marketing helps in brand-building or is it just one of the many things one needs to be doing in a marketing activity?

    It is a part of building and connecting with the user in the long-term. It is not a short-term phenomenon. It is something which every brand should do if they want to connect with the user on a subliminal way, in a non intrusive way, in a way that they would like to consume you than the way you would like to get consumed. It’s an important part of the overall marketing mix.

     

    What are the challenges in content marketing for Crafsvilla?

    In case of content marketing, because we are so niche we need to ensure that the right content gets curated. So, if some handicraft from Kutch, say it’s a dhokra art and then people don’t know what it is, I need to have an expert who can go in and curate, source and shoot that content. So that’s the challenge that we don’t find the right talent which is able to curate the right kind of content for us whether its video or written content but we are evolving and creating internal teams which can help us.

     

    Bianca Ghose, Chief Content Officer and Head – Content Marketing, HCL Technologies Limited

    What are the challenges of content marketing?

    For a content marketer, creating quality content is something that I think is a major problem area because what you need is partners who understands your business, understands your business goals and the marketing outcomes and understands your audience. Unless you’re able to map all these three together you are not going be able to generate content that cuts through and grabs attention. The second challenge that content marketers today in India and all across the world are facing is also how is it that they are optimising the content to make sure that it’s performing because at the end of the day those form of tools and methodologies to measure the performance of content don’t really exist. But to be able to say that, this is my white paper and this is the kind of engagement that it has generated is difficult because a white paper is not just a white paper. It could be in the form of a blog or it could be translated in the form of a brochure that goes up on the website. How do you measure all those interactions with your piece of content to ensure that you are really taking back to your CxOs the amount of engagement or sales cut through that it has generated? These two are the areas that we still need to figure out as content marketers.

     

    Does content marketing have any short-term gains or is it a long-term play?

    Content marketing has no short-term gains and I don’t think this a play that can happen in a couple of months. You need to be able to do content marketing seriously, consistently for months on end to be able to generate some kind of impact. Content marketing will be able to take you to places where your sales folks won’t be able to go to. You’re sales folks will be able to leave behind a content asset in a closed door meeting or if you’re able to put in your content into the social browsing habits of your customer or prospect. So content is definitely something that will generate returns to your business but it is something that you have to do well and consistently for it to start showing results.

     

    Do you think content marketing helps in brand-building or is it just one of the many things one needs to be doing in a marketing activity?

    Content is the heart of a campaign so if you’re talking about a brand strategy or a brand narrative without having your content or your message at the heart of it, you really have a piece of a hollow shell. A lot of content marketers and brand marketers start thinking about the platform before they start thinking about the content strategy which means that you’ve thought through the outer circle without really thinking about what is the message that I’m trying to push out, what is that conversation that I am trying to generate for my audiences. So, unless you’ve really thought through the content, the message, the articulation of that and then the platform you’ve really done it the other way round. So being asked the question or saying that is content important is redundant. The question is how do I do it right to be able to generate the kind of outcomes that I am expecting for my business.

     

  • 'Latest se latest ethnic fashion' compliments the Indian women

    Craftsvilla’s new ad campaign showcases latest ethnic collection

    By A Correspondent

     

    Craftsvilla will be adding more variants to its long list of ethnic wear, making itself as one stop destination for all the ethnic fashion needs. It aims to provide “Latest se latest ethnic fashion” to the customers for all kinds of occasions. Craftsvilla has also added a range of chic apparels such as palazzos, jackets, capes and leggings to the existing collection of sarees, lehengas, salwar suits and other ethnic wear.

     

    In line with its new avatar, Craftsvilla has launched an integrated mass communication campaign in last week of June. The campaign revolves around a story of four Indian women who are always in search of trendy ethnic fashion. These women want to stand out whether it’s in office or at functions through their stunning sense of fashion. The core message of the campaign stems from the resurgence of Indian women’s affinity to ethnic fashion and captures the heart and soul of the women and their ethnic needs through Craftsvilla latest offerings. Earlier ethnic fashion was limited to occasions such as weddings and festivals but nowadays women are on the lookout for ethnic fashion for everyday occasions. From smart office wear to chic party wear, the category has evolved tremendously encompassing contemporary wear rooted in Indian ethnic, fusion wear and elegant traditional wear.

     

    Craftsvilla has rolled out two TVCs that focus on slice of life situations that every woman can easily relate to. One of the TVC revolves around a group of girls who are out shopping, looking through the different collections, trying to figure out what is fashionable and trendy for a party they are going to attend. The other TVC is based on a discussion between girls deciding on what to wear for a sangeet function.

     

    Commenting on the Craftsvilla’s new avatar, Manoj Gupta, Co-Founder & Managing Director said, “Our customers are constantly evolving and so is their need for ethnic fashion. They are on the lookout for contemporary ethnic fashion that is rooted in Indian tradition yet is modern. Our new range of products strikes the sentiment of celebrating India’s culture and brings the customers close to their roots. We are delighted to partner with Razorfish in this creative attempt to create films which reflect Craftsvilla’s new offerings. Backed by our new campaign, Craftsvilla will further expand its presence amongst the modern Indian women.”

     

    Commenting on the new TVC, Dinesh Swamy, Senior Creative Director, Razorfish said, “Surrounded by a plethora of e-fashion brands offering range and choice, Craftsvilla decided on a very focussed approach. The fashion category is driven by consumers wanting to be ‘in’ and ‘trendy’. Their constant cry is ‘Kya latest hain?’ Craftsvilla used this insight to strategically position itself as the one brand that offers the ‘Latest se latest ethnic fashion’. To bring this proposition alive, the film campaign revolves around the world of 4 modern young women who are friends – but with different ethnic fashion needs.  The films make contemporary ethnic fashion appear cool and trendy – whether it be every day or occasion-led.”

     

    Craftsvilla’s wide range product portfolio includes popular brands across traditional, fusion clothing and accessories to home decor. Apart from providing the affordable and elegant ethnic wear, it also provides the best shopping experience to all its customers.

     

  • The campaign conceptualized and executed by Leo Burnett India puts Indian women at the centre

    Craftsvilla celebrates Indian women in a new campaign by Leo Burnett

    By A Correspondent

     

    Craftsvilla, India’s largest online ethnic store announced the launch of an integrated campaign that will help the brand make inroads into India’s massive e-commerce business with its specialist offering of ethnic apparels and products such as designer sarees and salwars, jewellery, handicrafts, spiritual products, musical instruments, home décor and more.

     

    The campaign conceptualized and executed by Leo Burnett India puts Indian women at the centre and demonstrates how stunning they look with Craftsvilla’s exciting range of ethnic collection.

     

    The film is an ode to all women who stay a moment but leave behind a memory. It features India’s top models Kanishta Dhankar, Smita Lasrado, Katheleno Kenze, Nidhi Sunil, and Monica Thomas in a truly Indian avatar. The track “Aaj Jane Ki Zidd Na Karo” written by the famous poet Fayyaz Hashmi and sung by celebrated Pakistani classical singer Farida Khanum aka Malika-e-Ghazal, plays in the background.

     

    Commenting on the launch, Manoj Gupta, Managing Director, Craftsvilla, said, “Craftsvilla offers more than 2 million ethnic products through 20,000 registered artisans and designers. We are one of the fastest growing Top 5 ecommerce company in India right now. We believe we have an uncommon journey compared to other e-commerce companies and we were looking to bring that unique Craftsvilla ethos out through an uncommon creative. We believe this creative will not only be talked about in India but globally as one of the best in the world. We are fortunate to have partnered with Leo Burnett and Bharat Sikka who have put their heart in to build something so beautiful the world will remember.”

     

    RajDeepak Das, Chief Creative Officer, Leo Burnett India, added, “The strongest measure of a chemistry between two strangers is when it is devoid of words. A glimpse, a smile or even an eye-contact can sometimes create a memory for a lifetime. We used this ladder for Craftsvilla.com, India’s largest ethnic online store. In the process trying to make ethnic cool. The soundtrack Aaj Jane Ki Zidd Na Karo lifts the overall mood of the campaign and lends a feeling of grace to it.”

     

    The film has been directed by the eminent fashion photographer Bharat Sikka, known for his eye for the surrealism of reality.