Linking the bride’s attributes to her saree – as a result, “Samudrika Pattu – sarvalakshana pattu” was born.
We gave this silk saree a new brand name and a category association with brides. The weight of the saree, softness, feel, 5 threaded weave, pure silver zari and the parentage of Kanchipuram were the attributes highlighted in a focused campaign across mass media.
|Problem/ Opportunity||Silk sarees were generally referred to by their GI identity, such as Kanchipuram silk, Banaras silk, Mysore silk, etc.|
|Key Insight||“Sarvalakshanam” refers to a bride’s attribute.|
|Creative Idea/ Strategy||Linking the bride’s attributes to her saree – as a result, “Samudrika Pattu – sarvalakshana pattu” was born.|
|Execution||We gave this silk saree a new brand name and a category association with brides. The weight of the saree, softness, feel, 5 threaded weave, pure silver zari and the parentage of Kanchipuram were the attributes highlighted in a focused campaign across mass media.|
This branding exercise helped create a new brand in silk sarees and in a very short period of time it became generic, to the extent we had to claim authenticity through a trade mark registration.
Not stopping with it, the brand had been given extensions through “Sankyalakshanam” where the Bride’s and the Bridegroom’s names were weaved on the saree as a special product plus.
And to this day it’s the most sought-after bridal/wedding silk saree ever both in terms of sales and imagery
The image of Pothys took a quantum jump due to its strong association with the hugely successful silk saree brand
|BRAND||Parampara & Vastrakala|
|Problem/ Opportunity||To give Pothys category leadership when it came to silk sarees/ wedding silks|
|Key Insight||As brands became more popular across various categories, women began to gravitate towards branded products.|
|Creative Idea/ Strategy||Branded sarees that would focus on different age groups and different price points.|
|Execution||Parampara and Vastrakala were specifically targeted at different segments. A basket of silk brands with varied communication messages spelt out a different branding feel to the mother brand ‘Pothys”.|
|Result||Not surprisingly, Pothys is the leader in silk saree retail today.|
|CAMPAIGN||Go Green & Save Today|
|Problem/ Opportunity||‘Summers’ were a ‘gifting’ month while ‘Aadi’ became a ‘discount’ month in the retail segment. There was the need for an idea that would not only cut through the clutter, but also have a social impact.|
– Summers were becoming increasingly hot in Tamil Nadu because of lack of green spaces and a lack of social awareness about nature.
– Spreading the savings habit among young & impressionable minds instead of popularizing discounts
|Creative Idea/ Strategy||
GO GREEN – free “tree saplings” for the “SUMMER SALE
SAVE TODAY – Zero balance bank account and free “HUNDI” distribution
More than a million saplings were distributed every year during the summer season.
A CSR activity appealing to children making them sensitive to nature and telling them how to be environment friendly.
The campaign involved the student community and the neighbourhood residents in the greening effort.
There was an interactive forum through creating an exclusive website with blogs and contests run parallel to the campaign period.
A similar activity during Aadi for the kids encouraging them to save. The concept of ‘Discounts’ now changed into ‘savings’ for the whole family.
|Result||Both the schemes ran for a consecutive 5 years period and at the end of it Pothys had distributed over 5 million saplings and 5 million hundi boxes free to so many children, which was an unbeatable record of sorts. Children with parents in tow brought in the walk-ins and sales. Both the ideas became major hits among kids and their parents giving brand “Pothys” a complete new perspective.|