Browsing by Author "Parmar, Gaurav"

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    Rural Immersion project : Jaipur Rugs
    (MICA, 2020) Bisht, Gagandeep; Parmar, Gaurav; Jajoo, Jyoti; Khanduja, Komal; Bhardwaj, Nived; Gupta,Pratishtha
    Carpets and rugs being an integral part of home decor are high involvement products that are a direct extension of the consumer’s personality. We drew parallels with coffee and wine as two product categories that would align with Jaipur Rugs’ line of product in terms of experience and target audience. With Jaipur Rugs dealing in mainly handmade rugs and carpets, we decided to follow an approach around “The Handmade Effect”. Studies around the world have proven that providing evidence and showcasing transparent manufacturing processes around handmade products has a positive effect on the consumers’ perceived product attractiveness and buyers are willing to pay a higher price for a handmade product. We also wanted to add a layer of engagement and experience, hence, devised a consumerconnect campaign that leveraged the current capabilities and resources possessed by Jaipur Rugs. An experiential digital campaign was created to engage with buyers on a personal level and get them closer to the process of handmade rugs & carpets.