Online ethnic store Craftsvilla has launched an integrated campaign conceptualised by Leo Burnett India.
Part of the campaign is a film that captures various Indian women dressed in ethnic attire and accessories. All the models are pictured in typical middle class Indian scenarios: a young woman flying a kite from a terrace, another practicing classical dance, a lady reading a book at a railway reservation counter, a girl eating by herself at a hotel (or canteen), another speaking to someone at a telephone booth, a woman commuter getting into an auto rickshaw, etc. All of them exchange a glance with the camera, even as the soundtrack ‘Aaj jaane ki zidd na karo’ plays in the background sans a voiceover. The film ends with the super ‘Woh joh yaad reh jaaye’ (That which will be remembered’ before Craftsvilla.com, the ‘largest online ethnic store’ signs off.
Manoj Gupta, MD, Craftsvilla, said, “Craftsvilla offers more than two million ethnic products through 20,000 registered artisans and designers. We are one of the fastest growing top five e-commerce companies 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, CCO, 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.”
Credits
Client: Craftsvilla
Agency: Leo Burnett India
CCO: Rajdeepak Das
Group ECD: Aman Mannan
Creative director: Kevin Lobo
Art director: Deepak Jage
Planning team:Pragati Rana
Account management: Oindrila Roy, Priyanshi Saksena, Sharon Thambi
Production house: Ransom Film/ Flying Pigs Production
Director (film): Bharat Sikka
Executive producer: Salil Khurana
DOP: Tassaduq Hussain
Producer: Suhana Sharma
Soundtrack: Aaj Jane Ki Zidd Na Karo
Lyrics: Fayyaz Hashmi
Singer: Farida Khanum (Pakistan)
