ETHNOROOTS

Photoshoot
Social Media Management

FASHION

The Challenge

The Process

Jyotsna wove her passion for Indian textiles, culture, and traditions into her content creation with fervor. She poured her heart and soul into crafting genuine and insightful pieces, hoping to share the value and wisdom of these rich traditions with the world. However, instead of witnessing an upward spiral of customer interest, she experienced a disheartening drop. The situation became even more perplexing after the pandemic came to an end, as the decline in viewership, engagement, followers, and inquiries became even more pronounced. Jyotsna couldn't help but wonder: why did this sudden drop occur, despite her relentless efforts to connect with her audience?

The solution wasn't found in simply doing more of the same. It required us to pause, take a step back, and gain a broader perspective of the brand. We analyzed what had worked in the past, identified areas that fell short and began to discern patterns that held the key to success. Armed with this knowledge, we crafted strategies that would elevate the activity on Jyotsna's page. Our aim was to guide her away from a haphazard "Spray-Pray" approach and shift her focus to a more strategic "Vantage Point," where every shot she took would be intentional, memorable, and filled with value.

We realized that Jyotsna's content was predominantly centered around showcasing products. While the brand aimed to educate, it primarily did so through detailed reels and photos of its offerings. However, we understood that people connect and engage more with other people rather than mere objects. This created a significant gap in connecting with the audience.
Ethnoroots represents more than just handcrafted sarees and dupattas. Jyotsna, being an engineer herself, appreciates the practical aspects behind the vibrant culture and traditions of India, rather than superstitions. She sees a beautiful interweaving pattern between Indian seasons, festivals, textiles, and people. Moreover, Jyotsna is a staunch supporter of Indian artisans and their generations-old crafts. Her goal is to pass this knowledge on to future generations, just as her mother did for her. However, they struggled to convey this personal, relatable, authentic, and intriguing aspect of their story on Instagram.
As a brand, Ethnoroots transitioned from selling various ethnic clothing and jewellery items to focusing exclusively on handcrafted sarees and dupattas. Our priority was to identify the right target audience for their products. We aimed to plant the seeds of Ethnoroots where there was genuine interest and desire, whether it be among talented classical dancers, saree enthusiasts, or cultural enthusiasts at universities. Through collaborations with this newfound target audience, we embarked on a slow yet fruitful experiment.
Jyotsna's passion for Indian textiles, culture, and traditions remained at the core of Ethnoroots. We recognized the need to infuse this passion into their content strategy. By incorporating storytelling elements, highlighting the sustainable and intentional practices of their ancestors, and emphasizing the rich heritage behind each handcrafted piece, we aimed to captivate the audience on a deeper level. We strived to make Ethnoroots' story personal, relatable, authentic, and undeniably interesting to those who encountered it on Instagram.

Jyotsna resides in Ahmedabad, while our office is located in Mumbai. Unfortunately, due to the geographical distance and limited resources, we couldn't physically be present during the photoshoots. However, that didn't dampen our enthusiasm or involvement in the creative process. We actively participated in every step of conceptualization, even from afar.

The Problem

We assisted Jyotsna in selecting the perfect sarees for each model, creating mood boards to capture the desired aesthetic, and finalizing the desired number of photos and videos to be captured by the photographer. We carefully crafted each video to convey a specific message and even delved into the art of storytelling for each collection. Embracing the power of the digital world, we maximized our efforts to ensure a remarkable outcome.

The Result

The fusion of Jyotsna's love for old-world charm, music, and cherished childhood memories with her fierce passion for Indian culture yielded captivating stories. We carefully incorporated another source of her inspiration - her mother. Through our collaboration with Ethnoroots, we showcased two remarkable collections: Megh Malhaar and Umang. Megh Malhaar celebrated timeless handcrafted Kota Doria Leheriya sarees, evoking heartwarming colors. By connecting the Teej festival, rainfall, vibrant hues, the leheriya pattern, and Indian culture, each caption shared personal anecdotes from Jyotsna's childhood. Umang paid tribute to Jaipur, capturing its essence with the newly launched Bandhani dupattas. We immersed ourselves in the city's rich culture, royal history, delightful delicacies, bustling shopping streets, and the spirited energy that defines Jaipur. This, combined with the artistry and community behind Bandhani dupattas, resulted in a dynamic portrayal. Working with Jyotsna was truly aspirational, teaching us valuable lessons and fostering a deep appreciation for Indian culture that we previously lacked.