Documente Academic
Documente Profesional
Documente Cultură
INTERNSHIP
2019
National Institute of Fashion Technology
Department of Fashion Communication | New Delhi
Signature: _______________
PREFACE
At the very outset, I am very much thankful to everybody for giving me the
strength, courage and ability to accomplish the internship program as well as
the internship report in a scheduled time.
M o r e o v e r, I m u s t s h o w m y g r a t i t u d e t o m y I n d u s t r y M e n t o r M s . S u r a b h i C h a u -
han, founder of Lovestruckcow who willingly took my responsibility and gave
me lot of time and shared her working experiences with me. Her guidance
showed me a way not only to understand the office culture but also how to
work with all the co-workers of the organization and meet the client demands
with great team-work.
I would also like to express my sincere thanks to all the employees of Love-
struckcow who helped me during my work tenure and made my experience
an unforgettable one. All these employees helped me to gain more practical
knowledge which made my Internship journey more fruitful.
8
CONTENTS
Topic Page
1. Introduction
1.1 Lovetsruckcow Overview 11
1.2 Lovestruckcow Services 13
1.3 The Clients 15
1.4 The Job 16
1.5 Key Roles 17
2. Projects
2.1 Kanelle
Social Media Calendar 19
Content Creation 29
Friendships Day Campaign 35
2.2 Indigene
Advertising -Summer Solstice Sale 41
Content Creation 47
Social Media Calendar 53
2.3 Lovestruckcow
Social Media Calendar 59
Pride Month Campaign 63
Indigene Case Study 65
2.4 Sari Sunday
Interview with Nikhil Dudani 67
2.5 Bodilingo
Bodilingo Universe - Boss Lady 71
Bodilingo Universe - Navy Bloom 73
Social Media Calendar 77
Content Creation 83
2.6 Shades of India
Afsana Pre Festive Launch 89
Public Relation Activity - Summer Cooler 95
2.7 Yavi
Content Creation 99
2.8 Marketing Reports 103
3. Conclusion 109
4. Appendix 111
10
Introduction
11
12
LOVESTRUCKCOW
OVERVIEW 1.1
13
14
LOVESTRUCKCOW
SERVICES 1.2
Content Curation
Lovestruckcow works very hard to
create content for their clients that is
interactive and personalized, which
connects in an honest way with the
b r a n d ’s a u d i e n c e .
Public Relations
Media loves honest and creative com-
m u n i c a t i o n . P o s i t i v e v i s i b i l i t y, i n t e l -
ligent endorsements and honest re-
15
16
LOVESTRUCKCOW
CLIENTS 1.3
17
1.4 THE
JOB
Responsibilities
Brainstorming
Client Servicing
Campaign Management and Execution
Query Management
Follow-Up
Content Management
Research and Development
18
KEY
ROLES 1.5
19
20
Projects
21
Complete project on page 112
22
PROJECT 1
KANELLE 2.1
Social Media Calendar
S o c i a l c a l e n d a r s g i v e y o u r t e a m a n o v e r-
view of what content needs to be published,
w h a t ’s c o m i n g n e x t , a n d t h e s t r a t e g y b e h i n d
why content is being published at a certain
date and time.
Brief
For Kanelle, the social media calendar for
June and July consisted of ‘Mystic Mead-
ows’. The strategy was to increase sales by
targetting customers on social media. The
captions and grid were curated according to
the above objective.
23
Date Day Artwork Caption
Feelin’ blue. 💙
Kanelle bottom frill top to embrace the summer
eclipsing in the rain. Shop #linkinbio
July 22 Monday .
.
.
#Kanelle #MysticMeadows #SpringSummer19
24
PROJECT 1
KANELLE 2.1
Social Media Calendar
Process
The target was to increase sales by pushing
Kanelle SS’19 through social media. The grid
and captions were curated to symbiotical-
ly convey the inspiration of the collection
along with pushing the products from the
line through catalog and detail images. The
grid had to reflect the color scheme and in-
spiration from a flower visually and thus we
stuck to a coral and floral colour palette. The
captions used keywords such as ‘bloom’ to
be in sync with the visual theme.
25
26
PROJECT 1
KANELLE 2.1
Social Media Calendar
27
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
28
PROJECT 1
KANELLE 2.1
Content Creation
SS’19 Detail Shoot
Brief
To c r e a t e content for Kanelle with a focus on
products to follow the social media strategy
centered around Business Growth and drive
sales and grow brand awareness
29
Moodboard
30
PROJECT 1
KANELLE 2.1
Content Creation
SS’19 Detail Shoot
Process
As a result it was decided 80 percent of
t h e p o s t s s h o u l d i n f o r m , e d u c a t e , o r e n t e r-
tain the audience about the products and
20 percent will directly promote the brand.
The detail shoot was a part of this rubric and
was shot for social media. It was also im-
portant to maintain a visual aesthetic during
the shoot for it to be translated to the social
media platforms. A moodboard to set a color
palette and the feel of the shoot was made to
dictate the styling and direction.
31
32
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
33
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Malvika Mehta and Smiti Patni
34
PROJECT 1
KANELLE 2.1
Friendships Day Campaign
Brief
To f o c u s o n m e s s a g i n g a n d v a l u e p r o p o s i t i o n s
t h a t h e l p t h e t a r g e t a u d i e n c e d r i v e K a n e l l e ’s
business goals, through an aligned editorial
m a r k e t i n g s t r a t e g y, w h i c h t a r g e t s t h e a u d i -
ence through stages they go through during
t h e e n t i r e y e a r, c u r a t e a F r i e n d s h i p s D a y C a m -
paign the various personalities of a Kanelle
woman to make Kanelle more approachable
and relatable.
35
U s Tw o
By A.A Milne
W h e r e v e r I a m , t h e r e ’s a l w a y s P o o h ,
T h e r e ’s a l w a y s P o o h a n d M e .
Whatever I do, he wants to do,
“Where are you going today?” says Pooh:
“ We l l , t h a t ’s v e r y o d d ‘ c o s I w a s t o o .
L e t ’s g o t o g e t h e r, ” s a y s P o o h , s a y s h e .
“ L e t ’s g o t o g e t h e r, ” s a y s P o o h .
“ W h a t ’s t w i c e e l e v e n ? ” I s a i d t o P o o h .
( “ Tw i c e w h a t ? ” s a i d P o o h t o M e . )
“I think it ought to be twenty-two.”
“Just what I think myself,” said Pooh.
“It wasn’t an easy sum to do,
B u t t h a t ’s w h a t i t i s , ” s a i d P o o h , s a i d h e .
“ T h a t ’s w h a t i t i s , ” s a i d P o o h .
“ L e t ’s l o o k f o r d r a g o n s , ” I s a i d t o P o o h .
“ Ye s , l e t ’s , ” s a i d P o o h t o M e .
We c r o s s e d t h e r i v e r a n d f o u n d a f e w -
“ Ye s , t h o s e a r e d r a g o n s a l l r i g h t , ” s a i d P o o h .
“ A s s o o n a s I s a w t h e i r b e a k s I k n e w.
T h a t ’s w h a t t h e y a r e , ” s a i d P o o h , s a i d h e .
“ T h a t ’s w h a t t h e y a r e , ” s a i d P o o h .
“ L e t ’s f r i g h t e n t h e d r a g o n s , ” I s a i d t o P o o h .
“ T h a t ’s r i g h t , ” s a i d P o o h t o M e .
“I’m not afraid,” I said to Pooh,
And I held his paw and I shouted “Shoo!
S i l l y o l d d r a g o n s ! ” - a n d o f f t h e y f l e w.
S o w h e r e v e r I a m , t h e r e ’s a l w a y s P o o h ,
T h e r e ’s a l w a y s P o o h a n d M e .
“What would I do?” I said to Pooh,
“ I f i t w a s n ’ t f o r y o u , ” a n d P o o h s a i d : “ Tr u e ,
I t i s n ’ t m u c h f u n f o r O n e , b u t Tw o ,
C a n s t i c k t o g e t h e r, s a y s P o o h , s a y s h e . “ T h a t ’s h o w i t
is,” says Pooh
36
PROJECT 1
KANELLE 2.1
Friendships Day Campaign
Process
37
38
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Malvika Mehta and Smiti Patni
39
Photography - Nitika Mitla
Creative Direction - Smiti Patni
Styling - Smiti Patni
40
PROJECT 2
INDIGENE 2.2
Advertising
Summer Solstice Sale
Brief
To c r e a t e a r t w o r k s f o r I n d i g e n e S u m m e r S o l -
stice Sale advertisements and research ap-
propriate target sudience for the sale. The
sale had to target an audience in the Delhi
NCR region.
41
Keywords
Longest
Heat
Make the most
Comfortable
Breathable
Earth
Sun
42
PROJECT 2
INDIGENE 2.2
Advertising
Summer Solstice Sale
Process
T h e r e s e a r c h i n c l u d e d t a r g e t i n g I n d i g e n e ’s
audience in the Delhi NCR region, through a
s e a m l e s s a p p r o a c h , t h e a r t w o r k a n d t h e t a r-
get audience were decided keeping in mind
the the brief given from the client. In order
to target the right demographic, the artwork
and research had to be approriate to the call
to action which was increasing website traf-
fic and eventually convert them into sales.
For the Summer Solstice Sale, the tagline ‘The
last days of summer spent wearing your most
comfortable clothing’ was used and the art-
works were also shot and created to give a
summery feel. A moodboard and a list of key-
words were developed for the same.
43
Photography - Nitika Mitla
Creative Direction - Smiti Patni
Styling - Smiti Patni
44
45
Photography - Anmol Arora
Concept - Smiti Patni and Anmol Arora
Styling - Anmol Arora
46
PROJECT 2
INDIGENE 2.2
Content Creation
Layering love on a chair an
Indimade affair
Brief
A campaign directed towards making Indi-
gene more approachable and relatable. The
suggested campaign was a take on the chair
b u r i e d i n a p i l e o f a p e r s o n ’s g o t o c l o t h e s ,
making the brand more milennial friendly as
w e l l a s c r e a t i n g a w a r e n e s s t h a t I n d i g e n e ’s
clothes are easy to wear and timeless.
47
This chair exists because you plan to wear those clothes again in the near
future, so you want them to be easily accessible. And you don’t want to mix
them with the 100% clean, folded and ironed clothes in your wardrobe.
48
PROJECT 2
INDIGENE 2.2
Content Creation
Layering love on a chair an
Indimade affair
Process
The inspiration for this campaign came from
the ‘If the chair in your room was an actual
person’ meme. Indigene wanted to target a
generation who believes in pop culture and
thus the inspiration seemed justified after re-
searching abouut this chair and asking mille-
n i a l s i f t h e y f e l t t h e s a m e w a y. T h e c a m p a i g n
was shot in a natural indoor setting with In-
d i g e n e ’s c l o t h e s s t y l e d o n a c h a i r. T h e c a m -
paign got excellent traction on social media
and resulted in sales.
49
Photography - Anmol Arora
Concept - Smiti Patni and Anmol Arora
Styling - Anmol Arora
50
51
Complete project on page 117
52
PROJECT 2
INDIGENE 2.2
Social Media Calendar
Brief
Indigene is an ethical and sustainable brand,
the key message that had to be delivered
through social media was the same. The cli-
ent also wanted social media call to actions
resulting in increased sales.
53
Date Day Artwork Caption
54
PROJECT 2
INDIGENE 2.2
Social Media Calendar
Process
S u b t l y, b y c r e a t i n g a v i s u a l t h e m e o f i n d i g o
and green the motive was to create a con-
nection with the colors of the earth. The
captions were to be written in a manner that
they talk about the sustainable aspect but in
a l a n g u a g e t h a t a l a y m a n w o u l d a l s o u n d e r-
stand. The social media calendar was made
to schedule posts for the month of June and
J u l y, w i t h c a p t i o n s a n d a p p r o p r i a t e h a s h t a g s .
55
56
PROJECT 2
INDIGENE 2.2
Social Media Calendar
57
58
PROJECT 3
LOVESTRUCKCOW 2.3
Social Media Calendar
Brief
To d i s p l a y t h e a r r a y o f w o r k t h a t L o v e s t r u c k -
cow has done for their clients and indirectly
build awareness about their services.
59
60
PROJECT 3
LOVESTRUCKCOW 2.3
Social Media Calendar
Process
Through careful research, the work that best
displayed the wide variety of services LSC
offers was curated into a grid. The images
were then put in a spreadsheet and sched-
uled as per day and time for the month of
J u l y.
61
62
PROJECT 3
LOVESTRUCKCOW 2.3
Pride Month Campaign
Brief
To c o l l e c t r e v i e w s a b o u t q u e e r m o v i e s a n d
tv shows and curate a grid for social media.
63
1. Indimade 4. An Indimade Affair
Every product has a story of its inception
waiting to be unfolded. Indigene is one such Perfect the creative
brand, with sustainability embedded in their When Indigene decided to change base and
DNA and a desire to empower the rich craft move to a brand new studio space, we want-
in India. For Indigene we took the route that e d i t t o b e a c e l e b r a t i o n . We h a d t o p r o v i d e
f o l l o w e d t r a n s p a r e n c y, t a k i n g t h e i r c o n s u m - a n e n v i r o n m e n t t h a t i n d u c e s c r e a t i v i t y, c o n -
er behind the scenes and letting the varied tent creation and encouraged social sharing.
crafts do the talking. From the field to the
cutting table, each garment had a story and Nail the guest list
thus was the start of ‘Indimade’. By educating We p i c k e d p e o p l e f r o m a l l w a l k s o f l i f e t h a t
consumers about the craft of making cloth- fitted well with the brand and dressed them
ing, we hoped they will begin to understand in Indigene Clothing. This was to ensure that
what is required of producing a well-made we capitalised on engagement and authen-
garment that will withstand the test of time. tic coverage while creating a relaxed atmo-
sphere.
2.Indigene Dresser
Being kind to the environment, responsible Product engagement
towards our resources and empowering the We w o r k e d w i t h I n d i g e n e t o c o m e u p w i t h
craft in India lies at the heart of Indigene. the best possible ways to get the influencers
With these ideologies in mind we went on engaged with the product by displaying their
lookout for people who shared the same vi- collections during the studio launch. The
sion and it resulted in an informed new studio space provided the influencers
community of people from all walks of life with plenty of instant photo opportunities in
called ‘Indigene Dresser’. an aesthetically pleasing environment.
64
PROJECT 3
LOVESTRUCKCOW 2.3
Lovestruckcow Website
Indigene Case Study
Brief
To w r i t e a c a s e s t u d y f o r I n d i g e n e f o r t h e
Lovestruckcow website which talks about the
numerous marketing activities Lovestruckcow
has done for Indigene.
65
Photography - Bikramjit Bose
Creative Direction and Styling - Nikhil Dudani
Hair and Make Up - Mitesh Rajani
Art - Vartika Sharma
66
PROJECT 4
SARI SUNDAY 2.4
Interview with
Nikhil Dudani
Brief
To i n t e r v i e w s t y l i s t a n d c r e a t i v e d i r e c t o r
Nikhil Dudani of Feat Cast for Sari Sunday fo-
cusing on the Ekaya X Masaba Campaign. This
interview was carried out to increase traction
on social media and reflect on breaking ste-
reotypes while wearing a Sari. The objective
was to make the blog more relevant for the
t a r g e t a u d i e n c e t h r o u g h c o n t e n t t h a t i s i n t e r-
esting.
67
68
PROJECT 4
SARI SUNDAY 2.4
Interview with
Nikhil Dudani
Did you have a particular character or muse in What do you think of Sari as a garment?
mind for this campaign? I do struggle with draping a perfect saree for
Madhuri Dixit In hum aapke hain kaun. But also m e i t ’s a b o u t h o w v e r s a t i l e i t i s a n d h o w n o t w o
while researching I found images of Audrey Hep- drapes can come out exactly the same so for me
burn playing cricket with a plank of wood and i t ’s a l w a y s a b o u t p l a y i n g w i t h t h e d r a p e e a c h t i m e
wanted to mix the two. to the persons body and how they would use the
palla to their personal needs. I have worked ex-
The campaign looks very much vintage but at the tensively with sarees and I’ve enjoyed thinking of
same time breaks certain stereotypes and is equal- endless ways to make them look different each
ly modern. Could you share the conceiving of the t i m e e v e n i f t h e d r a p e i s c l a s s i c t h e p e r s o n w h o ’s
c a m p a i g n ? We a r e c u r i o u s t o k n o w a b o u t t h e p r o - wearing it uses it differently which I think is the
cess and its development. purpose of the unstitched garment for me.
Masaba wanted a very movement oriented cam-
paign showing girls doing things They wouldn’t be Do you think the campaign would help break the
usually seen doing. Something where they could s t e r e o t y p e s a r o u n d S a r i a s a w o r k a n d p l a y g a r-
possibly climb walls if needed and Palak want- ment?
ed to me keep the essence of Ekaya woman so I don’t know about stereotypes Iv only seen wom-
I thought this was a good middle ground three en working in sarees be it my mom who was a stew-
girls going to a wedding and stopping on the way ardess and worked in service through turbulence
to break into a match with the boys on the field. in a saree to every construction workers around
Wa n t e d t o s h o w t h e s a r e e i n m o v e m e n t a l s o t o the country women on tea plantations , women’
show that it actually can allow a long stride cause doing household work so why should women not
of the pleats and can come in handy to use as p l a y s p o r t s i n t h e m . I t ’s a b o u t w h a t y o u w a n t t o
a handkerchief on a hot day :) also looked great do in them no one said it was a serious garment
bowling. Also being the most commonly played ever so to me no stereotype was broken.
s p o r t i n I n d i a I w o n d e r e d w h y i t w a s n e v e r a n a r-
rative of a campaign let alone a saree/indianwear The creative industries are undeniably fraught with
campaign. gender biases. Is this something you’ve encoun-
tered in your different fields of work?
How was it working with Palak Shah and Masaba I haven’t I thought women had an advantage when
Gupta on their collaboration? It came to styling women cause they obviously un-
I have worked with Palak many times before cre- derstand the female body better which is in sure
ating campaigns for Ekaya. I really appreciate the t h e c a s e b u t I t h i n k i t ’s h o w a m a n h e t e r o o r n o t
f r e e d o m a n d t r u s t s h e h a s i n m y w o r k a n d l e t ’s m e perceives a woman that also adds an edge to how
really take her campaigns to feel and look more the female body is perceived. However I don’t
authentic as there is more room to experiment and ever generalize anything in life so I havnt paid
tell stories when the brand and talent share an much attention to any biases and just focussed on
u n d e r s t a n d i n g o f w h a t t h e o u t c o m e m u s t b e . Wa s what I really wanted with my work. I have most-
my first time with Masaba she is very meticulous ly had strong female bosses and surrounded by
about styling and mixing colors. She was very keen strong women so I always looked upto women
on doing an unusual and unexpected mix of colors more for inspiration in my work and personal life.
when it came to the blouses. So that was great
c a u s e I l o v e t o m i x o d d c o l o r s t o g e t h e r.
69
70
PROJECT 5
BODILINGO 2.5
Bodilingo Universe
Boss Lady
Brief
To c u r a t e a g r i d a n d w r i t e c a p t i o n s f o r ‘ B o -
dilingo Boss Lady Universe’. The objective of
the campaign was to give a personality to the
product and the captions had to be written
to reflect the same.
71
72
PROJECT 5
BODILINGO 2.5
Bodilingo Universe
Navy Bloom
Brief
To c u r a t e a g r i d a n d w r i t e c a p t i o n s f o r ‘ B o -
dilingo Navy Bloom Universe’. The objective
of the campaign was to give a personality to
the product and the captions had to be writ-
ten to reflect the same.
73
Navy Bloom
Spring
Ecstatic
Ti m e O u t
Comfortable
Health
Nature
Sun
Boss Lady
Queen
Crown
Faith
Power
Punch
Bold
74
PROJECT 5
BODILINGO 2.5
Bodilingo Universe
Process
The process included researching for key-
words to reflect the personality of the prod-
ucts in the captions and illustrations. The
grid was curated in a manner that it reflect-
e d t h e l i f e s t y l e o f B o d i l i n g o ’s B o s s L a d y a n d
Navy Bloom Muse.
75
76
PROJECT 5
BODILINGO 2.5
Social Media Calendar
Brief
Bodilingo is a new lifestyle and athletics
brand which targets millenials, the social
media strategy is to target this generation
t h r o u g h c o n t e n t t h a t i s q u i r k y. T h e o b j e c t i v e
of this project was to curate a social media
calendar which while pushing the products
also focuses on health and wellness.
77
Date Day Artwork Caption
#BodilingoMuse
#Bodilingo #Bossladyuniverse
78
PROJECT 5
BODILINGO 2.5
Social Media Calendar
Process
Bodilingo is a new lifestyle and athletics
brand which targets millenials, the social
media strategy is to target this generation
t h r o u g h c o n t e n t t h a t i s q u i r k y. T h e o b j e c t i v e
of this project was to curate a social media
calendar which while pushing the products
also focuses on health and wellness.
79
80
PROJECT 5
BODILINGO 2.5
Social Media Calendar
81
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
82
PROJECT 5
BODILINGO 2.5
Content Curation
Bodilingo Flat Lay
Brief
To c r e a t e c o n t e n t f o r B o d i l i n g o s o c i a l m e d i a
using their products to generate awareness
about their products and in turn increase
sales.
83
Moodboard
84
PROJECT 5
BODILINGO 2.5
Content Curation
Bodilingo Flat Lay
Process
To r e f l e c t B o d i l i n g o ’s b r a n d l a n g u a g e w h i c h
consists of quirky and pop colors, the prod-
ucts were shot in a flat lay setting against
s h e e t s o f q u i r k y c o l o r e d p a p e r. T h i s s t y l e w a s
a l s o s e l e c t e d t o m a i n t a i n B o d i l i n g o ’s b r a n d
language and visual theme.
85
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
86
87
Complete project on page 122
88
PROJECT 6
SHADES OF INDIA 2.6
Afsana Launch Campaign
Brief
To c r e a t e a c a m p a i g n p l a n f o r s o c i a l m e d i a
consisting of 30 posts to launh ‘AFsana’,
S h a d e s o f I n d i a ’s p r e f e s t i v e c o l l e c t i o n .
89
Date Day Artwork Caption
90
PROJECT 6
SHADES OF INDIA 2.6
Afsana Launch Campaign
Process
Using the inspiration and design notes pro-
vided by the client, each garment was called
a Chapter on social media. The three posts
dedicated to that particular garment, talked
about the inspiration, the elements and the
muse of the garment. This was done to create
a value proposition and make the garments
part of an ongoing story called ‘Afsana’.
91
Photography - Tenzing Dakpa
Styled By - Jahnvi Bansal
Talent - Rashmi Mann
92
93
94
PROJECT 6
SHADES OF INDIA 2.6
Public Relations Activity
Summer Cooler
Brief
To c o v e r ‘ S u m m e r C o o l e r w i t h M a l a ’s L i m i t e d
B a t c h ’ f o r S h a d e s o f I n d i a ’s I n s t a g r a m .
95
96
PROJECT 6
SHADES OF INDIA 2.6
Public Relations Activity
Summer Cooler
Process
O r g a n i s e d a t S h a d e s o f I n d i a ’s g u r g a o n s t o r e ,
the event was about healthy summer salads
and drinks. The event was covered by cap-
turing images and videos and talking about
t h e e v e n t o n S h a d e s o f I n d i a ’s i n s t a g r a m a n d
cover it live.
97
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
Assisted By - Aradhita Jain
98
PROJECT 7
YAVI 2.7
Content Creation
Yavi Sari SS’19
Brief
To p r e p a r e a n d c u r a t e c o n t e n t f o r Ya v i S S ’ 1 9
Impressionist Saris to be launched at Ogaan.
99
Photography - Anmol Arora
Creative Direction - Smiti Patni
Styling - Smiti Patni
Assisted By - Aradhita Jain
100
PROJECT 7
YAVI 2.7
Content Creation
Yavi Sari SS’19
Process
Ta k i n g i n s p i r a t i o n f r o m t h e i m p r e s s i o n i s t
print of the saris, the saris were shot and
post processed to create abstract content in
a natural outdoor setting. The objective was
to reflect movement and fluidity of the fabric
and in turn showing the prints on each sari
to be later posted on Social Media. The saris
were hung and pleated in an outdoor grunge
setting to portray the mood of the collection.
101
Kanelle Marketing Report Brief - June 2019
102
PROJECT 8
MARKETING REPORTS 2.8
Monthly Marketing Reports
Brief
To c r e a t e M o n t h l y m a r k e t i n g r e p o r t s f o r Ya v i ,
Kanelle, Shades of India and Indigene ana-
lysing insights from Facebook and Instagram
and reflect on how the marketing strategy is
working.
103
Yavi Marketing Report Brief - June 2019
104
Indigene Marketing Report Brief - June 2019
105
106
Conclusion
107
108
CONCLUSION 3.1
109
Appendix
SOCIAL MEDIA CALENDAR - KANELLE
This view.
July 1 Monday Mesmerizing Taj Mahal in the
backdrop as #KanelleWoman Te-
resa Mineiro twirls in Kanelle assy-
metric frilled dress.
Blooms on handloom
Kanelle bow-tie top to add a
twist to the traditional six yards.
Shop #linkinbio
July 5 Friday .
.
.
#Kanelle #MysticMeadows
#SpringSummer19
112
SOCIAL MEDIA CALENDAR - KANELLE
113
SOCIAL MEDIA CALENDAR - KANELLE
114
SOCIAL MEDIA CALENDAR - KANELLE
Feelin’ blue. 💙
Kanelle bottom frill top to em-
brace the summer eclipsing in the
July 22 Monday rain. Shop #linkinbio
.
.
.
#Kanelle #MysticMeadows
#SpringSummer19
115
SOCIAL MEDIA CALENDAR - KANELLE
116
SOCIAL MEDIA CALENDAR - INDIGENE
Date Artwork
DAY Artwork Facebook Caption Facebook Caption
Instagram Caption Instagra
#sus
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7July Sunday Specks of the rainbow from where we stand.
Specks
#Indigene
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where we stand.
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of the rainbow #
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#handwo
117
SOCIAL MEDIA CALENDAR - INDIGENE
#sustainablefashion #sustainabledesign
Our philosophy is to create unique clothing that stands Our philosophy is to create unique clothing
Ourthat
philosophy #sustainableclothing
stands is to create #handmadeclothing
unique clothing that stands Our philosophy is to c
the test of time - both in design and in fabric. We the test of time - both in design and in fabric.
the test #whomakesyourclothes
Weof time - both #indimade
in design and in fabric. We #recycle
the test of time - bo
9 July Tuesday consider each step in the life cycle of our garments, consider each step in the life cycle of ourconsider
garments, #reuse
each step in the#zerowaste
life cycle of#womensfashion
our garments, #handmade
consider each step i
ensuring they are ethically and sustainably produced. ensuring they are ethically and sustainably
ensuring
produced. #designers
they are ethically #greenliving
and sustainably #textiledesign
produced. ensuring they are ethi
#Indigene #Indigene #handwoven
#Indigene#handloomed #weaversofinstagram
#artisanal #zerowasteclothing
#sustainablefashion #sustainabledesign
Green Haze Green Haze #sustainableclothing
Green Haze #handmadeclothing
Capturing the beauty of nature through breezy Capturing the beauty of nature through breezy #whomakesyourclothes
Capturing the beauty #indimade #recycle
of nature through breezy Capturing the bea
10 July Wednesday silhouettes and transcending the notion of being bound silhouettes and transcending the notion ofsilhouettes
being bound #reuse #zerowaste
andtotranscending the notion#womensfashion
of being bound #handmade
silhouettes and transce
to a season. Explore sustainable handmade clothing on a season. Explore sustainable handmade toclothing
a season.
on Explore
our #designers
sustainable #greenliving
handmade #textiledesign
clothing on a season. Explore sust
our eshop. #Linkinbio #Indigene eshop. #Linkinbio #Indigene #handwoven
our eshop. #Linkinbio#handloomed
#Indigene #weaversofinstagram eshop. #
#artisanal #zerowasteclothing
Breathable, comfortable and organic. Shop our Pink Breathable, comfortable and organic. ShopBreathable,
our Pink Plaid
comfortable and organic. Shop our Pink Breathable, comfortable
Plaid Gauze Tunic in Khadi cotton from SS’19 now Gauze Tunic in Khadi cotton from SS’19 nowPlaidavailable
Gauze Tunic in Khadi cotton from SS’19 now Gauze Tunic in Khadi
available on our eshop, https://shopindigene-com. on our eshop, https://shopindigene-com.myshopify.
available on our eshop, https://shopindigene-com. on our eshop, https:
myshopify.com/collections/white-center/products/copy- com/collections/white-center/products/copy-of-stripe-
myshopify.com/collections/white-center/products/copy- com/collections/white
#markrothko #bhutan #SS19 #sustainablefashion
of-stripe-woven-gauze-pintuck-kurta woven-gauze-pintuck-kurta of-stripe-woven-gauze-pintuck-kurta
#sustainabledesign #sustainableclothing #eshop woven-g
#nowinstores #whomakesyourclothes #indimade
NO 37 (RED), 1956: khadi oversized NO 37 (RED), 1956: khadi oversized
#recycle #reuse #zerowaste #womensfashion
dress layered
11 Julywith chanderi pocketed
Thursday dress layered with chanderi pocketed
Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting: Jahnvi Direction,
Creative Bansal Production & Casting:
#handmade Jahnvi #womenswear
#designers Bansal Creative Direction, Pro
dress dress
& Dolly Devi & Dolly Devi & Dolly Devi
#womensclothing #greenliving #textiledesign &
Photography: Dolly Devi Photography: Dolly Devi Photography:
#handwoven Dolly Devi
#handloomed #weaversofinstagram Photog
Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal
#artisanal #zerowasteclothing Styling & M
Muse: Chimi Dolma Muse: Chimi Dolma Muse: Chimi Dolma Mus
#RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta
#SpringSummer19 #SpringSummer19 #SpringSummer19 #Sp
Our Spring-Summer collections have always combined Our Spring-Summer collections have always combined
Our Spring-Summer collections have always combined Our Spring-Summer c
the colours, textures and shapes of nature. Shop our the colours, textures and shapes of nature. Shop ourtextures and shapes of nature. Shop our
the colours, the colours, textures
timeless yet versatile garments, which transition timeless yet versatile garments, which transition
timeless yet versatile garments, which transition timeless yet versa
seamlessly between travel, holiday and home. Visit our seamlessly between travel, holiday and seamlessly
home. Visit between
our #markrothko
travel, holiday and home.
#bhutan #SS19Visit our seamlessly between tr
#sustainablefashion
eshop to explore the 'White Center' collection. #linkinbio eshop to explore the 'White Center' collection.
eshop #linkinbio
to explore the 'White Center' collection.
#sustainabledesign #linkinbio eshop
#sustainableclothing to explore the 'W
#eshop
#nowinstores #whomakesyourclothes #indimade
White cloud, 1956: khadi stripe trench White cloud, 1956: khadi stripe trench
#recycle #reuse #zerowaste #womensfashion
with pleated hem dress and
12 July chanderi
Friday with pleated hem dress and chanderi
Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting: Jahnvi Direction,
Creative Bansal Production & Casting:
#handmade Jahnvi #womenswear
#designers Bansal Creative Direction, Pro
pants pants
& Dolly Devi & Dolly Devi & Dolly Devi
#womensclothing #greenliving #textiledesign &
Photography: Dolly Devi Photography: Dolly Devi Photography:
#handwoven Dolly Devi
#handloomed #weaversofinstagram Photog
Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal
#artisanal #zerowasteclothing Styling & M
Muse: Chimi Dolma Muse: Chimi Dolma Muse: Chimi Dolma Mus
#RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta
#SpringSummer19 #SpringSummer19 #SpringSummer19 #Sp
118
SOCIAL MEDIA CALENDAR - INDIGENE
Pleated hem dress with light wool hand embroidered Pleated hem dress with light wool hand Pleated hem dress
embroidered with light wool
#markrothko hand #SS19
#bhutan embroidered Pleated hem dress wi
#sustainablefashion
overlay. overlay. overlay.
#sustainabledesign #sustainableclothing #eshop
#nowinstores #whomakesyourclothes #indimade
Blue and Grey, 1961: Pleated hem Blue and Grey, 1961: Pleated hem
Creative Direction, Production & Casting: Jahnvi Bansal Creative Direction, Production & Casting:
Creative
JahnviDirection,
Bansal Production & Casting:
#recycle #reuse Jahnvi Bansal
#zerowaste Creative Direction, Prod
#womensfashion
dress with
14 light
July wool handSunday
embroidered dress with light wool hand embroidered
& Dolly Devi & Dolly Devi & Dolly Devi #designers #womenswear
#handmade &
overlay overlay
Photography: Dolly Devi Photography: Dolly Devi Photography: Dolly Devi#greenliving #textiledesign
#womensclothing Photog
Styling & Make-up: Jahnvi Bansal Styling & Make-up: Jahnvi Bansal Styling &#handwoven
Make-up: Jahnvi Bansal #weaversofinstagram Styling & Ma
#handloomed
Muse: Chimi Dolma Muse: Chimi Dolma Muse: Chimi Dolma #zerowasteclothing
#artisanal Muse
#RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhutan #WhiteCenter #Indigene #RothkoInBhuta
#SpringSummer19 #SpringSummer19 #SpringSummer19 #Spr
Pure Ghee X Indigene Pure Ghee X Indigene Pure Ghee X Indigene #sustainabledesign
#sustainablefashion Pure G
We joined hands with Pure Ghee (@puregheedesigns) We joined hands with Pure Ghee (@puregheedesigns)
We joined hands to with Pure Ghee (@puregheedesigns)
#sustainableclothing #handmadeclothing We joined handsWe with
joined
Pu
to create a collective bigger than ourselves, a step create a collective bigger than ourselves, atostep towards
create a collective bigger than ourselves,
#whomakesyourclothes a step #recycle
#indimade to create
create a collective bigge
https://shopindigene-com.myshopify. https://shopindigene-com.myshopify.
16 July Tuesday towards minimal waste energy. Thus, we archived and minimal waste energy. Thus, we archivedtowards
and upcled our waste
minimal #reuseenergy. Thus, we
#zerowaste #womensfashion minimal wastetowards
archived and #handmade energy. mT
com/collections/textile-bags com/collections/textile-bags
upcyled our waste fabrics and paced towards the waste fabrics and paced towards the creation of our
upcyled our waste fabrics and
#designers paced towards
#greenliving the
#textiledesign waste fabricswaste fab
and pac
creation of our 'Gudri' Bags. 'Gudri' Bags. creation of our 'Gudri'
#handwoven Bags.
#handloomed #weaversofinstagram 'G
#LinkinBio #PureGheeXIndigene #PureGheeXIndigene #LinkinBio #PureGheeXIndigene
#artisanal #zerowasteclothing #Pure
119
SOCIAL MEDIA CALENDAR - INDIGENE
#sustainablefashion #sustainabledesign
#sustainableclothing #handmadeclothing
Made with care, our stoles are built with a rich history of Made with love by artisans, our stoles areMade
built with
withacare, #whomakesyourclothes
rich our stoles are built with a rich#indimade
history of #recycle
Made with love by arti
22 July Monday crafting techniques. history of crafting techniques. #reuse
crafting#zerowaste
techniques.#womensfashion #handmade history o
#Indigene #Indimade #Indigene #Indimade #designers
#Indigene #greenliving #textiledesign
#Indimade #Ind
#handwoven #handloomed #weaversofinstagram
#artisanal #zerowasteclothing
#sustainablefashion #sustainabledesign
Striped overlay layered with our Khadi Raglan sleeve Striped overlay layered with our Khadi Raglan
Stripedsleeve
overlay layered with our Khadi Raglan sleeve Striped overlay laye
#sustainableclothing #handmadeclothing
dress. Visit our studio to discover more. dress. Visit our studio to discover more. dress. Visit our studio to discover more. dress. Visit ou
#whomakesyourclothes #indimade #recycle
23 July Tuesday #reuse #zerowaste #womensfashion #handmade
#designers #greenliving #textiledesign
�Indigene, 145�1� �irst �loor, Shahpur Jat Village, �Indigene, 145�1� �irst �loor, Shahpur Jat�Indigene,
Village, New 145�1� �irst �loor, Shahpur Jat Village, �Indigene, 145�1� �i
#handwoven #handloomed #weaversofinstagram
New Delhi 110049 #Indigene Delhi 110049 #Indigene New Delhi 110049 #Indigene Delhi
#artisanal #zerowasteclothing
#sustainablefashion #sustainabledesign
#sustainableclothing #handmadeclothing
A collection of traditional handcrafted methods, our A collection of traditional handcrafted methods,
A collection #whomakesyourclothes
our easyof traditional #indimade
handcrafted methods, our #recycle
A collection of traditio
24 July Wednesday easy Khadi summer must-haves are now available at Khadi summer must-haves are now available easyatKhadi
Ogaan.
summer #reuse #zerowaste
must-haves are #womensfashion
now available at #handmade
Khadi summer must-h
Ogaan. Shop now at ogaan.com Shop now at ogaan.com Ogaan. Shop #designers #greenliving #textiledesign
now at ogaan.com Shop
#handwoven #handloomed #weaversofinstagram
#artisanal #zerowasteclothing
"Layering love on a chair, an Indimade affair." "Layering love on a chair, an Indimade affair."
"Layering love on a chair, an Indimade affair." "Layering love o
There's always that 'chair' in the bedroom, you know, There's always that 'chair' in the bedroom, There's
you know,
always
the that 'chair' in the bedroom, you know, There's always that 'c
25 July Thursday the one perpetually buried in clothes. Those easy one perpetually buried in clothes. Those easy
the flowing,
one perpetually buried in clothes. Those easy one perpetually burie
flowing, true-blue clothes that never go wrong. true-blue clothes that never go wrong.flowing, true-blue clothes that never go wrong. true-blue clo
#Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair #Indigen
120
SOCIAL MEDIA CALENDAR - INDIGENE
#sustainablefashion #sustainabledesign
#sustainableclothing #handmadeclothing
Effortless styles and silhouettes at an arms
Effortless
length styles
from and Effortless
silhouettes
styles
atand
an arms
silhouettes
length literally
from an Effortless
arms length
styles and s
Made with care, our stoles are built with a rich history of Made with love by artisans, our stoles are built with a rich #whomakesyourclothes #indimade #recycle
your bed. Fend off the summer sweat and your
lookbed.
good
Fend
on off
from
theyour
summer
bed. sweat
Fend off
andthe
look
summer
good on sweatfrom
andyour
look
bed.
goodFend of
day 26 July Friday crafting techniques. history of crafting techniques. #reuse #zerowaste #womensfashion #handmade
the go every day. the go every day. on the go every day. on th
#Indigene #Indimade #Indigene #Indimade #designers #greenliving #textiledesign
#Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair
#Indigene #AnIndimadeAffair #Indigen
#handwoven #handloomed #weaversofinstagram
#artisanal #zerowasteclothing
#sustainablefashion #sustainabledesign
Striped overlay layered with our Khadi Raglan sleeve Striped overlay layered with our Khadi Raglan sleeve
#sustainableclothing #handmadeclothing
dress. Visit our studio to discover more. dress. Visit our studio to discover more.
This might be the universe telling you to This
get up
might
and be the
This#whomakesyourclothes
universe
might betelling
the universe
you to get
telling
up and
you to
#indimade This
get up
#recyclemight
and be
dress
the unive
nday 28 July Sunday dress up in your go-to summer outfit. dress up#reuse
in your#zerowaste
go-toupsummer
in your outfit.
go-to summer#handmade
#womensfashion outfit. up in you
#Indigene #AnIndimadeAffair #Indigene#designers
#AnIndimadeAffair
#Indigene #AnIndimadeAffair
#greenliving #textiledesign #Indigen
�Indigene, 145�1� �irst �loor, Shahpur Jat Village, �Indigene, 145�1� �irst �loor, Shahpur Jat Village, New
#handwoven #handloomed #weaversofinstagram
New Delhi 110049 #Indigene Delhi 110049 #Indigene
#artisanal #zerowasteclothing
"Layering love on a chair, an Indimade affair." "Layering love on a chair, an Indimade affair."
There's always that 'chair' in the bedroom, you know, Influencer
There's Jean
always thatDominique Raibedroom,
'chair' in the (@thewhitehairedguy)
Influencer
you know, Jean
the Dominique Rai (@thewhitehairedguy)
sday 30 July Tuesday the one perpetually buried in clothes. Those easy wearing
one perpetually buried our _____.
in clothes. Those easy flowing, wearing our _____.
flowing, true-blue clothes that never go wrong. #Indigene
true-blue clothes#IndigeneDresser
that never go wrong. #Indigene #IndigeneDresser
#Indigene #AnIndimadeAffair #Indigene #AnIndimadeAffair
121
SHADES OF INDIA - AFSANA CAPTIONS
122
SHADES OF INDIA - AFSANA CAPTIONS
123
124
3 June, 2019 15 May, 2019
125
Department of Fashion Communication | Batch of 2020
128