Mumbai: The ministry of textiles recently hosted 'Viraasat - Celebrating 75 Handwoven Saris of India,' a month-long mega event celebrating the beauty, diversity, and richness of India's handloom industry at Handloom Haat, Janpath, in New Delhi. Laqshya Media Ltd., one of India's largest independent, comprehensive marketing communications groups, successfully executed the PR, digital marketing, ambiance branding, and advertising duties for the grand sari festival and achieved a potential reach of almost 40 million on social media for the “#MySariMyPride” campaign which was the brainchild of the ministry. This event and social media campaign served as a platform to promote and preserve India's handloom heritage, putting it in the spotlight for all to see.
Laqshya Media made the most out of live feed of designer workshops, influencer marketing with micro vloggers, buyers' and sellers' audio-visuals, cultural programs by the folk artists, hobby-looms and live-looms, user-generated content, product and ambiance imagery, targeted strategic digital advertisements, curated content creation (posts, reels, and shorts, etc.) for social media platforms like Facebook, Twitter, Instagram, YouTube, and Koo along with traditional print advertising. During the tenure of this mega event, the “#MySariMyPride” campaign achieved close to 40 million potential reach, over 31K interactions, 1.4K shares, 25K likes, and over 1,000 mentions on various social media platforms. In addition, NHDC's Instagram followers increased by 468.6 per cent, Kooˀ followers increased by 394.12 per cent, Facebook followers increased by 45.44 per cent, YouTube subscribers by 443.63 per cent, and Twitter followers increased by 40.6 per cent.
“At Laqshya PR, we are honoured to have played a significant role in the triumphant ‘Viraasat’ exhibition, which beautifully showcased the heritage and splendour of India's handwoven and handicraft saris post a multi- agency pitch. Our team of skilled professionals strived to deliver an immersive experience, attracting a diverse audience and drawing much-needed attention to the sector, leading to increased sales for the weavers. We extend our gratitude to the National Handloom Development Corporation and the ministry of textiles for entrusting us with such a remarkable cultural celebration. It is a moment of pride for us as we successfully executed the event's branding, advertising, and marketing campaign,” said Laqshya Media Group’s Laqshya Public Relations VP & head Manoj Barman.
Laqshya Media Ltd. also successfully executed the digital marketing and print promotions of “Viraasat– Celebrating Handloom Home Décor,” a special handloom expo – at Handloom Haat, New Delhi, from 20th January to 30th January 2023. It showcased the Handloom Home Décor products made by 20 artisans from across the country.
More about the event:
1. The event "Viraasat- Celebrating 75 handwoven Saris of India," was organised in two phases. The first phase was from 16th to 30th December 2022 and was inaugurated by union finance minister Nirmala Sitharaman, along with minister of state Darshana Jardosh and other women parliamentarians. The second phase of the sari festival was held from 3rd to 17th January 2023. A social media campaign with the hashtag “#MySariMyPride” was promoted across the platforms.
2. The festival was visited by thousands of patrons who bought handwoven saris directly from over 160 weavers in both phases in the past month. The celebration of six yards organised by the development commissioner (handlooms) at Handloom Haat, Janpath in New Delhi, had great commercial and cultural success.
3. The selected 75 saris in the exhibition were from Weavers Service Centres (WSCs) collections, ministry of textiles.
4. A wide publicity program was used for promoting this mega event through digital and print media by newspapers, posters, invitation cards, social media, location-based digital advt., cultural programs, designer workshops, influencer marketing, strategic PR, etc.
5. In total, over 160 artisans and cooperative groups participants from different parts of the country in both phases, bringing enhanced attraction by the participation of famous Handcrafted varieties of saris like tie and dye, chikan embroidered saris, hand block saris, kalamkari printed saris, ajrakh, kantha, phulkari, jamdani, ikat, pochampally, banaras brocade, tussar silk (champa), baluchari, bhagalpuri silk, tangail, chanderi, lalitpuri, patola, paithani, etc. Also available will be handloom saris like tanchoi, jangla, kota doria, cutwork, maheshwari, bhujodi, santipuri, bomkai, and several other varieties like garad korial, khandua, and arni silk saris.
6. Visitors had the opportunity to see and learn about the intricate designs and craftsmanship that goes into traditional garments, saris. The exhibition also highlighted the cultural and historical significance of the sari in Indian society.
7. The handloom sector is a symbol of our country's rich and varied cultural heritage, besides being one of the key sectors employing many people, especially women.
Laqshya Media Group is a full-service marketing agency offering comprehensive solutions for client's marketing goals. As a 360-degree agency, it's dedicated to innovative and purpose-driven campaigns that build strong brand awareness and drive customer action. Its experts create tailored strategies for each client, emphasising creativity and impact. The company's focus on meaningful connections between brands and audiences results in long-lasting impressions and real results. Trust Laqshya for exceptional results in brand identity, product launches, PR, digital marketing and advertising campaigns.
