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.â€
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.â€
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.
