Browsing by Author "Singh, Aakanksha"

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    Mapping the evolving narrative around alternative meat in India for strategic brand communication
    (Mudra Institute of Communications, Ahmedabad, 2022) Singh, Aakanksha; Pooja Thomas
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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: ā— Consistent reiteration of the brand's core values through their communication channels ā— A humanistic touch attached to the woven carpets thereby accentuating the sentimentality factor that often drives such consumer purchase decisions ā— 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