Dove made advertising history when the beauty brand steered clear of all beauty perceptions and stereotypes more than a decade ago with the launch of ‘Campaign for real beauty’. Lauded and remembered even today as the pioneers for going against media perceptions of perfect beauty, the brand set a new benchmark in the beauty industry. It wasn’t about the perfect size or shape or colour anymore; it was about celebrating real beauty in every woman.
Now an Indian ethnic wear ecommerce brand is walking the same path. Craftsvilla, the online store for everything ethnic Indian – handicrafts, sarees, salwars, jewellery, spiritual products, musical instruments and more, has captured the everyday Indian woman in all her stunning ethnic wear, in new TV ad.
Conceptualized by Leo Burnett India, the 90-second spot is titled “Yaad Reh Jaaye” reflecting the memorable beauty in Indian women. The classic ghazal ‘Aaj jaane ki zidd na karo’ sung by Pakistani singer Farida Khanum, plays in the background.
Featuring India’s top models Kanishta Dhankar, Smita Lasrado, Katheleno Kenze, Nidhi Sunil, and Monica Thomas, the ad captures them going about their daily lives, a far cry from their ultra glamorous avatars!
One of them is seen flying a kite atop a terrace, another practicing classical dance, one is whirling around on a merry-go-round, another is reading a book at a railway reservation counter, a woman is eating by herself at a hotel, another is speaking to someone at a telephone booth, one is at the bazaar while another is in front of a bus, a woman getting into an auto rickshaw, another riding pillion on a bicycle, etc.
All along their eyes meet the camera for a second, while the viewer is treated to the beauty in ethnic Indian wear.
Ecommerce firms in India are now in the stage to go mass media, and television is still the biggest mass medium in the country. This year has seen new rounds of funding and extensive competition amongst ecommerce players in India, all eyeing the television audiences progressing gradually towards online shopping. That explains the television commercials rolled out by nearly all of them.
Moreover, most large etailers are in the space of ethnic wear that forms one of the category under women’s wear, posing stiff competition for Craftsvilla. And the brand can only get away by focusing on its specialized collection of ethnic wear, which is what is happening in the new TVC. ‘Woh Jo Yaad Reh Jaaye’ is a memorable tagline to the celebration of everyday Indian ethnic wear.
Portraying models in mundane situations, yet dressed in stunning, colourful ethnic wear speaks a great deal for a brand, trying to capture a majority share in the ethnic women’s wear market. The concept does hold the potential to build brand aspiration in the television-viewing woman; with rickshaws, buses forming the backdrop anybody can relate to the situations portrayed.
Craftsvilla has been building a love for various ethnic cultures in the world, earlier it created ‘World Ethnic Day’ on June 19 to celebrate the different cultures, customs, traditional attires of the world. Actress Vidya Balan was signed on as the face of the campaign. This TVC further establishes the brand’s vision and association with ethnic wear.