The Relatability Of These Videos Have Boosted Sales, Say The People Behind These Brands

Young ladies doing backflips, somersaults and hoop dancing, all whereas draped in a sari. Maybe not essentially the most snug of clothes, you say? Tell that to worldwide yoga gold medallist Mili Sarkar, nationwide gold medallist Parul Arora, and hoop dancer Eshna Kutty, whose movies went viral over the previous couple of months as they showcased their expertise of their six yards. Drawing from this pattern, a number of homegrown manufacturers are actually selling their merchandise by way of ‘dance marketing’.

Interestingly, the folks driving the phenomenon [across the brands we are featuring] have a number of issues in widespread: a background in dance, working straight with artisans, promoting handcrafted merchandise, and roping in family and friends [for the most part] for the dance movies as a substitute {of professional} fashions. The relatability of the movies have boosted gross sales, they are saying. Here are 4 manufacturers main the pattern:

Indian Ethnic Co., Mumbai

Hetal Desai began the model in 2016 but it surely was her daughter Lekhinee — the corporate’s co-founder and advertising and marketing head — who created their first dance advertising and marketing Instagram Reel final October. Featuring Lekhinee, her sister and their pals, the quartet [all of whom have learnt Odissi] danced to ‘Kangna Re’ from Paheli, carrying ajrakh Kota doria and mul saris. “The drapes [from the brand’s first sari collection] are so light and comfortable that you can do something as simple as walk in the park, or dance in them,” says Lekhinee, including that the Reel bought one million views. Another one, the place they danced to ‘Main Albeli’ from Zubeidaa, was featured by Instagram’s official account on Women’s Day, and its views are about to hit 20 million, says the MBA graduate. While the model’s turnover elevated from ₹30 lakh in March to ₹65 lakh final June, this 12 months, they’ve already accomplished enterprise near ₹95 lakh. Lekhinee attributes the success to a number of issues falling into place on the proper time, one being the launch of Instagram Reels in 2020.

Geetanjali Boutique, Darbhanga

Dedicated to the promotion and preservation of Bihar’s Madhubani artwork by way of hand-painted merchandise — saris, kurtas, house décor and the like — Sunanda Biswas runs the 26-year-old retailer along with her daughter Geeti, and works with 100 ladies artisans. Geeti, an MBA graduate and Kathak dancer, had created a profitable solo dance IGTV video throughout lockdown. “So when we were launching a sari collection [sourced from our weavers in Banaras] this January, I thought we should do it through dance marketing on Reels,” she says, as a result of she felt folks might relate extra after they noticed ‘real’ folks dancing. Since then, she’s created two solo IGTV movies and two Reels that includes her pals who’re dancers. “With there being so much saturation in digital marketing, people don’t want to look at photos. If it is dance or something in motion, it catches attention.” The engagement has led to extra gross sales and extra prospects visiting their website, which launched final September.

Big model talking

  • “Taneira has always been keen to promote the various activities that women do while wearing a sari,” says Raghuvar Seth, Head of Marketing, Taneira, the Titan model which sells handwoven saris sourced from over 65 weaving clusters across the nation. “This new dance video trend is one of the instances where we see that there are no bounds to the woman of today doing what she wants to do,” he says, including that they’re “looking forward to collaborating with various dancers, who bring out the beauty of a sari with every move”.

Khoj City, Noida

An on-line platform that sells every little thing from handmade saris to stationery, two-year-old Khoj City was began to help artisans, says Sujata Adhikari, head of promoting. All merchandise — their signature is hand-painted jewelry — are crafted in-house and artisans also can listing their creations on the location.

While they’ve been doing advertising and marketing collaborations from the start, Adhikari says the model began dance Instagram Reels just lately. “People are more comfortable doing video content now. I have been dancing since my college days and I knew other dancers whom I roped in. And people engaged really well with the videos [sales went up by 15% to 20%],” she says, including, “People have also shown interest in collaborating with us; we provide the product and they wear it and create the content. We have collaborated with singers, actors, yoga practitioners like Priyanka Moze and dancers like Deepika Das.”

Kancheevaram, Kakkanad

Since 2018, this retailer has been retailing handwoven saris — block printed Jaipur cottons, kanjeevarams, Uppada saris from Andhra Pradesh, and extra. “When it came to marketing, we wanted our audience to see something they could recognise. We usually don’t do high-profile photo shoots where there is no connection between the model, the products, and the audience,” says companion Shermeen Siyad, who has been experimenting with different advertising and marketing platforms too [includes contests and giveaways] They had accomplished an IGTV video for Women’s Day two years in the past that bought round 15k views, so when Instagram launched Reels, they determined to offer it a shot. “We have about 10 ‘dance marketing’ videos [with the most popular clocking nearly 70 lakh views], mostly featuring my friends and colleagues. We also collaborated with a Bengaluru-based singer, Geetanjali Kelath, who performed while wearing one of our Chanderi silks,” says Siyad, including that gross sales have gone up by 20% to 30% due to the brand new advertising and marketing pattern.

Details: @kancheevaram


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