Poonolil Silks

How we wove a story around a designer wear brand

THE CHALLENGE

Poonolil Silks, a popular, independent Indian boutique was facing declining sales and stiff competition from conglomerates venturing into the ethnic designer wear industry. We faced the challenge of making the brand get back to its former glory by showcasing the variety and finesse of the materials.

THE IDEA

Across conversations with the client, we realized that their clothes and materials were still painstakingly crafted by master artisans – a connection and a USP that was missing with bigger brands with their mass-produced creations. Keeping this in mind, we created a reverie-like narrative targeted towards young Indian women around the thought of ‘Handcrafted dreams’. The campaign took shape across print and television – all achieved within a limited budget.

THE RESULTS

Post the campaign, Poonolil Silks achieved a 30% increase in footfall and has been able to open more branches across the state.