These days every other brand is trying to become a messenger of women-empowerment, but Craftsvilla belongs to this rare breed that actually knows how to send the message across in an effective and heart-touching manner.
Craftsvilla.com— a leading online shopping store for ethnic products, perfectly knows how to touch the right chords to generate an emotional response from their audience.
In a candid conversation with Manoj Gupta, Co-founder and CEO, Craftsvilla, we try to dig deeper into the communication goals and marketing strategies that went behind their last two campaigns.
Craftsvilla salutes free spirit of women through its female-centric ad films. On that note, could you please elaborate on the ethos of Craftsvilla?
Our long term vision is to build a one-stop-destination for consumers to buy everything ethnic. Through our current mass-communication campaign, we have aimed to create awareness about Craftsvilla and establish Craftsvilla as the primary choice in the mind of Indian women when it comes buying ethnic wear, while steering clear of bucketing ourselves only in the ethnic wear category.
We want to take people back to their roots while being relevant in today’s time and age. We want people to celebrate ethnic and be proud of it.
By looking at your last two campaigns, it’s apparent that poetry is a big part of your brand communication. Is there a special reason for that?
In our Diwali 2015 campaign and Women’s day campaign (2016) poetry had played an important role. However, it was only a medium used to communicate the message. The Diwali campaign spoke about Craftsvilla and its ethnic offerings while the women’s day campaign celebrated the spirit of Indian women, her resilience, beauty and strength.
The idea of the current campaign is to drive awareness about the brand and its offerings. We have focused on specific categories within women’s wear like office wear, party wear, festive and ethnic fusion wear with an overarching theme of ‘latest in ethnic fashion’. And with this communication campaign we are aiming at building stronger preference for the brand when it comes to ethnic fashion.
Craftsvilla’s latest campaign, titled ‘Mere Hazaron Rang’, was launched digitally. What do you have to say about this developing trend?
‘Mere Hazaron Rang’ was a women’s day film that was launched only on digital media. It was not used on television.This trend is relevant for many brands as digital medium is becoming the first point of contact for many consumers. It also helps target specific audience as per their digital behaviour, which becomes extremely relevant for brands that are selling online.
How are you planning to differentiate yourself from other ethnic stores present in the market?
We are focused on providing access to all things ethnic under one roof. We are not limited to apparels or jewellery, and have a broad range of offerings including food, home decor and craft items. This is the biggest differentiation for us.
There is a huge demand for home-grown products and we provide global audience easy access to authentic ethnic products. Our platform is also a means for hundreds of smaller sellers and artisans to reach out to a larger audience.
It’s pretty clear from your brand messages, you have your target audience well-sorted. Are you planning to expand or re-focus your target group in the near future?
As mentioned earlier, our current campaign focuses on women in the age group of 25-34 years, working women and home makers both, who love ethnic fashion. The ethnic wear market is expected to grow to 126 thousand crores by 2019. While women’s wear tops this market, there is also men’s ethnic wear that is growing. There is a lot of demand and also a huge untapped market for both these categories. Our focus will continue to be on ethnic fashion without ignoring other categories like food, home decor and jewellery.