Zari Couture is a brick and mortar store in Mangalore providing localities exclusive hand-picked ethnic ensembles and fabric from around the country, since 2011. Besides this, Zari is known for a social media page that customers or #ZariFamily as their commonly called, love to engage with.

In a world where people are surrounded by unrealistic lifestyles, graphic news content, and ads, Zari decided to do something different on Teacher’s Day- Make people smile! Simple!

Zari Couture’s social media audience differs from platform to platform. The Facebook audience is largely 35+ and limited in social media usage. Our Instagram audience is between 18 to 35 and is more active on social media. The challenge was to make both these groups of people smile and share that smile with those who don’t follow us.

The brief may have been simple but the execution was a bit challenging. We thought of illustration, clicking pictures, asking people to share their stories/pictures of teachers, etc. But then realized that we needed to do only one thing. Talk to them like they talk to each other. So we tore up all the previous ‘pretty looking’ ideas and went with the pure conversation. Not a wishing post!

The result was something even we didn’t expect. People shared and engaged with great enthusiasm because our Teacher’s Day campaign genuinely took EVERYONE back and made them smile.

All it took was telling a simple story in a way everyone understood!