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Craftsvilla creates trendy designs with an ethnic touch

Razorfish has conceptualised the ad film which talks about their latest collection of contemporary ethnic wear available on the website with the tagline, Kya latest hain

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Craftsvilla creates trendy designs with an ethnic touch

Craftsvilla creates trendy designs with an ethnic touch

Razorfish has conceptualised the ad film which talks about their latest collection of contemporary ethnic wear available on the website with the tagline, Kya latest hain

BestMediaInfo Bureau | Mumbai | July 1, 2016

Crafstvilla Click on the image to watch the TVC.

Razorfish has conceptualised the new campaign for Craftsvilla on June 27 to promote the new variants in their collection.

The core message of the campaign stems from the resurgence of Indian women's affinity to ethnic fashion. It captures the heart and soul of the women and their ethnic needs through Craftsvilla's latest offerings.

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.

Craftsvilla Founders Manoj Gupta and Monica Gupta Craftsvilla Founders Monica Gupta and Manoj Gupta

Manoj Gupta, Co-Founder and 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 among the modern Indian women.”

Dinesh Swamy Dinesh Swamy

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 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 four 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 everyday or for any special occasion.”

The campaign is already being promoted on television, radio, digital and outdoor. Going forward, the campaign will also be seen in print medium.

Craftsvilla has rolled out two TVCs of 30 seconds each that focus on slice of life situations that every woman can easily relate to.

One of the TVC revolves around two 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. They are shown talking to their friends working in office. They ask her to come down to the exhibition and find something for herself. But all the while, the girl in office has been surfing through the latest trend and fashion on the Craftsvilla website. Towards, the end the girl who was in office turns up ready in the latest ethnic outfit from Craftsvilla, to which the other two friends doubt her of going to some exhibition and getting the dress.

The other commercial is based on a discussion between girls deciding on what to wear for a sangeet function. Two of them are shown trying different clothes, while not been able to come to a final decision. One girl is just relaxing and is shown buying clothes for herself from the Craftsvilla website. The girl on the website talks about the latest fashion and tells it to her friends. Impressed by the latest trend of ethnic wear, the girls buy sangeet dresses from the Crafsvilla website.

Founded in 2011 by Manoj and Monica Gupta, Craftsvilla is an ethnic online store for sarees, salwar suits, lehengas, kurtis, palazzos, skirts, jewellery, accessories and home decor. Craftsvilla is funded by globally renowned venture capital funds, including Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners, Global Founders Capital and Apoletto.

The TVC:

Sangeet:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/07/Crafstvilla.jpg

Office Party:

Credits:

Company: Craftsvilla.com

Creative Agency: Razorfish

Production House: Equinox Films

Director- Nithin Parmar

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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