Overview:
The Rumri is an Indian jewellery brand that offers unique, handcrafted pieces that are meant to empower and inspire the wearer. The project spanned over three months, in collaboration with the visionary and imaginative founder, Rujuta Shah. (2023)
My Role:
Research, Marketing Strategy, Art Direction, Styling, Social Media Content and Copywriting
Fig 1: Sneak Peek of the Campaign Shoot, Image Credits: Jimeet Pawaskar
Aim:
The goal was to conduct thorough market research to establish the brand's positioning and develop its marketing strategy, laying the foundation for Rumri's first collection launch marketing campaign.
Process:
Formulating a well-informed strategy encompassed several key steps:
- Identifying competitor brands, based on their values, price points, aesthetics, and more.
- Conducting a comprehensive content audit of competitor materials.
- Studying the consumer personas associated with competitor brands.
- Utilizing gathered data to define a distinctive brand voice.
- Developing content buckets tailored for various marketing channels.
- Implementing a colour identification system to facilitate balanced content posting across platforms.
Fig 2: Visuals have been blurred out to maintain privacy of the brand. I included them to demonstrate storytelling components and process
Image Credits: The author
Fig 3: Moodboards with 2 concepts based on secondary research around the theme and keywords of the design collection.
Image Credits: The author
Design Direction:
From the two design directions elaborated in Fig 3, Concept 2 was chosen strategically. Since we were launching the brand, we needed to focus more on showcasing the products. Nonetheless, the idea of partnering with real women to embody their stories of strength resonated positively. It can be explored further, particularly after the collection gains traction.
PATRANI
"Patrani" collection - is a testament to India's fierce female warriors seamlessly forged into modern jewellery for today's empowered women.
Beyond exquisite jewellery, Patrani is a reflection of inner strength and embraces the complexities of being a woman. Each piece, crafted with passion and purpose, tells a powerful story of grace, ambition, and compassion. Let this collection be a reminder of the warrior within, empowering every woman to embrace her uniqueness.
Vid 1: Styling Lookboards
Image Credits: The author
Fig 4: Images from Shoot Day,
Image Credits: The author and Jimeet Pawaskar
Fig 5: Option 1 and Option 2
Image Credits: The author
Fig 6: Final Campaign Logo
Image Credits: The author
Fig 7: Emotion Shots, from left to right: Surprise, Confidence, Stress, Shyness
Image Credits: Jimeet Pawaskar
Fig 8: Capturing emotions through expressive hand gestures
(from left to right) "Embodying Strength and Courage", "Navigating the Passage of Time"
Image Credits: Jimeet Pawaskar
Fig 9: "The Triumph of Inner Struggle: A Woman's Journey to Victory"
Image by: Jimeet Pawaskar
Reflections:
- Detailed Planning: Engaging in thorough discussions before the shoot allowed for detailed planning of looks, accessories, and shot sequences. This groundwork proved essential for navigating changes in lighting conditions seamlessly.
- Trusting the Team: Acknowledging the expertise of the makeup artist and photographer, while also articulating priorities, fostered a collaborative environment where everyone's input was valued which contributed to effective teamwork and successful outcomes.
- Adaptability: Remaining flexible was important in responding to unforeseen challenges, whether it involved improvising poses or adjusting to unexpected delays.
- Time and Budget: Juggling tight schedules and budgets demanded keen organizational skills. Striking a balance between creative objectives and resource constraints required careful planning and efficient execution to achieve desired outcomes.
- Communication: Authentically communicating with all stakeholders proved helpful in streamlining workflows and optimizing productivity leading to smoother processes and enhanced overall output.
Learnings:
1. Makeup mishaps occurred when it stuck to white clothing. After consulting experienced stylists, I learned preventative measures like covering outfits with tape or newspaper on the inner surface to mitigate this issue.
2. Regarding lighting setup, we faced challenges due to tight schedules and multiple angles. This led to improvisation on poses, compromising some shots. Next time, I'll ensure thorough pre-shoot discussions with the photographer to align goals and avoid such compromises.
Team:
Make-up and Hair: Sarrah Barot
Photography: Jimeet Pawaskar
Muse: Shanaya Tripathi and Nisha Joshi
Jewellery: Rujuta Shah
