The Indian Roots Inherently Indian campaign was an integrated digital campaign spearheaded by a digital film/radio spot that brought out the concept of being Inherently Indian. The modern Indian woman who is in touch with her roots is at the crux of this film.
WHAT WE DID?
The theme of Inherently Indian was set for the brand, especially keeping in mind the large NRI audience of the brand. The country with all its vibrancy, colours, cultures etc. was kept at the forefront of this thought and it underlined the belief that no matter how diverse we may be, we are in fact Inherently Indian. Renowned Bollywood director, Soumik Sen, was roped in to direct this digital film that spoke of the various aspects of India and especially focused on the contemporary Indian woman. It was noticed that a large percentage of people do not consider ethnic wear to be trendy or fashionable. Through this film, we wished to highlight that Indian clothing has in fact captured the Indian woman’s beauty at its best.
WHAT WE ACHIEVED
The Inherently Indian video was released on Independence Day, which added to the overall sentiment of the film. It was extremely well received and hit our target audience perfectly. It created a huge amount of buzz on social, with a lot of people talking about the imagery and narrative and a lot of shares were made as well. Within the first 45 days of the launch, the Indian Roots website recorded a four times increase in traffic. The transaction rate on the site increased by an astounding 38% as well. On the day of the launch, #InherentlyIndia was a trending topic all over India and over 50 million Twitter impressions were created. The film was featured in Adage, Campaign India and other similar portals.