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Kerala-based textile brand Kalyan Saree has been looking to increase its presence across Kerala and Tamil Nadu. Though it has looms across the country, with weavers designing silk sarees, the brand wants to tap into Kerala’s biggest shopping season during the Onam festival.
Given the fact that the significance of Onam is the visit of the great South Indian King Mahabali, with the populace welcoming him with glorious flower carpets, the company's advertisement campaign decided to add a new twist to the age-old theme. During Onam, Kerala was visited by a beautiful Queen, draped in the most exquisite sarees.
Advertising agency DDB Mudra Kochi created the campaign that stayed close to the spirit of Onam, yet stood out from the clutter. The execution, both above-the-line and below-the-line, attempted to capture the brand’s promise of making every woman feel like a queen.
Dominic Savio, at DDB Mudra Kochi, said, “We consciously maintained a premium, aspiring imagery that stood true to the brand’s promise.”' The campaign has reportedly led to increased walk-ins at the store as well as uplifted the brand’s imagery.
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