zari couture
The Client
Zari Couture in Mangalore has been providing distinctive hand-picked ethnic ensembles and fabric from across the country to local residents since 2011. They are known for having a collection of the finest ethnic wear designs to cater to a wide range of tastes and contemporary accents.
Apart from that, Zari is also well-known for its social media page, where its customers, or the #ZariFamily as they are affectionately known, enjoy engaging.
Brief
Zari Couture – Mangalore, has been providing the town with a variety of exceptional hand-picked ethnic ensembles for quite some time. Since the people of Mangalore were already familiar with the brand, the client and the team wanted to take things up a notch.
We wanted to show off the delicate intricacies of the apparel, which go hand in hand with traditional festivals like Ugadi, Sankranthi, Holi, and Diwali, which are all coming up soon, with a new crop of creatives.
The Strategy
For the festivities, we wanted to show off the Zari couture garments with a Mangalorean twist. After some analysis, the team discovered that many people who are celebrating the festivals are reminded of their youth; the days when they celebrated the festivals with their grandparents and parents in a more conventional manner. With this in mind, during the festival season, we crafted creatives that were imbued with minute details of ritual adornments and traditional accouterments, whisking the people back in time.
The Execution
From the writing to the props picked, everything was thoroughly thought out. The actors who were cast also deserve credit for completely immersing themselves in their roles and being “in it.” To set the festive mood, the backdrop was designed to evoke a traditional Mangalorean home, while the music paid tribute to the classical music of the coastal belt.
WATCH and let us know what you think!
The Conclusion
Strong traditional insights from the residents of Mangalore and our top tier production plan made this campaign a huge success. The Ad creative was able to take the Zari couture clients on a nostalgic journey and kept them engaged on the social platform.
