MICA Press

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Browsing MICA Press by Author "Adavade, Ankita"

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    Rural Immersion project : Jaipur Rugs
    (MICA, 2021) Singh, Aakanksha; Dubey, Aayoush; Adavade, Ankita; Dalal, Anushree; Khurana, Ritika; Arora, Shubham
    While our initial project revolved around creating a storyboard for a set of video formats for Jaipur Rugs along with targeting strategies that will help the content go viral, we, at the start of the rural immersion week received a newer set of deliverables: “Project: Engaging Social Media Content Based on Jaipur Rugs' social media style, suggesting and creating innovative and engaging campaigns, content, and stories. The virality of the content should be added. We found that It is the comprehensive approach of Jaipur Rugs, where it treats weavers as part of an extended family, that “distinguishes it from other social impact ventures that may not be as comprehensive. Additionally, Jaipur Rugs combines both art and luxury and it is reviving and maintaining the centuries-old art of hand-knotting rugs in India.
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    Rural Immersion project : Jaipur Rugs
    (MICA, 2021) Singh, Aakanksha; Dubey, Aayoush; Adavade, Ankita; Dalal, Anushree; Khurana, Ritika; Arora, Shubham
    Brand Communication Analysis: A closer analysis of Jaipur Rugs' website revealed their outlook towards the creation of a sustainable ecosystem that binds individuals from the remotest of villages and rural livelihoods, thereby promoting social as well as financial inclusion and empowering education, healthcare and women alike. Moreover, they also ensure end-to-end traceability of the woven rugs and conduct project 'Postcard' that enables the final customers to directly interact and exchange compliments/feedback/remarks with the dedicated artisan communities involved in the system. The key takeaways from the analysis were: ● Consistent reiteration of the brand's core values through their communication channels ● A humanistic touch attached to the woven carpets thereby accentuating the sentimentality factor that often drives such consumer purchase decisions ● Subtle persuasion through the means of storytelling as consumers are encouraged to be a part of a 'sustainable' initiative and contribute towards a noble cause while indulging in gratification of their quirks and fancies