Sunlight, with color guard technology depicts its communication through colorful sarees. The brand leads the purpose of enabling people to bring colors in their lives, but now was struggling to retain market share and saw slowed down sales in the market of West Bengal. The objective was to build brand love and thereby increase market-share by activating the brand purpose.

The market of West Bengal is immensely close to it’s culture and heritage of handlooms. Handloom sarees have been a part of the fashion culture in India and have also made a mark globally but the fashion industry across the world has progressed in a way where usually only the fashion ‘designer’ takes away the glory, credit, fame and thereby money for his/her creations. While the clothes they make always come with a label of a designer, the actual hardwork is put by a weaver and his love for craft.

The media landscape in India changed drastically in 2020 enabling every consumer to make a digital shift. E-com numbers in West Bengal also grew by 25% by mid-2021, with ‘fashion’ as the 2nd largest shopped category online. Kolkata (West Bengal’s capital city) is touted as the fashion city that is a home to with countries largest designer labels – Sabyasachi, Anamika Khanna, Parama Ghosh and more.

It was important that consumers also felt passionately about the purpose, so we on-boarded SVF – West bengal’s largest content partner, Hoi choi – WestBengal’s no.1 OTT platform, TV, influencers, and radio to further amplify the campaign through a digital film which brought alive the story of a weaver from Katwa (a small weaving town in WB), his journey and trials. It further explained the initiative and became a unique shoppable video by adding a QR code in the end.

With a 360-degree execution the idea was to drive maximum impact and thereby increase brand love and market share

1.The Pack was redesigned and became a window for the weavers to showcase their designs to more than 30Mn households throught QR codes

2. Parama’s Ecom site listed every unique saree on the portal under unique weaver labels

3. We created a ‘shoppable’ TVC to drive sales

4. A long format film created on Youtube, tugged hearts by bringing alive the transition in these weaver’s fates

5. On the day of Mahalaya when the radio listenership exceeds TV in West Bengal. We played ‘Shoppable Audio ads’. The ad said – Ok google, take me to ‘Sunlight Tantir Rong’ website. As soon as the RJ commanded ‘Ok, google’ thousands of phones were activated and drove the listeners to the website

6. KOLs from different genres also spoke about the initiative

• As recorded by the Audit agency weavers saw an absolute increase in their monthly income by 7X

• The video received more than 7Mn views on digital.

•Con tent across Parama’s social handle reached more than 5Mn people and received 1.6Mn engagement

• Campaign increased digital conversation by whopping 450%

• The biggest celebrities organically spoke about the campaign on their social platforms

• The Radio hijack increased the search results by a whopping 40% on the day of Mahalaya

• Campaign earned PR worth $1.5Mn

While the numbers speak for themselves the real metric of success was when Balram, a local handloom weaver from Katwa, Bardhaman district of West Bengal said - “The Sunlight Tantir Rong initiative will actually helped us get back on our feet again. With not just additional work and money but a name and a LABEL for the weaving community. Our artistry will live-on