Browsing by Author "Mazumdar, Archit"

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    Rural Research Projcet: Jaipur Rugs
    (MICA, 2018) Mazumdar, Archit; Kotak, Monil; Soota, Priyali; Sethi, Rohan
    Emotional branding of Jaipur Rugs Foundation: Our project required us to spend time with the community and identify stories that would contribute towards the emotional branding of Jaipur Rugs Foundation. Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. We were required to develop two case studies with short videos as a part of our project deliverables. There were two objectives of such video content: 1) Develop a deeper connect with Jaipur Rug customers - help them understand who the weavers are, where they come from, and what are their dreams and ambitions; to ensure that to them the rug is more than just a rug. 2) To encourage other weavers and/ or villagers to join Jaipur Rugs as it not only makes them financially stronger, but also, it makes them a part of a community that is there for them through thick and thin.