GOOD EARTH INDIA
Handcrafted Luxury, Enchanted by History
HOME & APPAREL
14 months of creating βjoy in the everydayβ
for over 500K people, across the world.
Strategized and managed marketing campaigns, social media collaborations, strategic partnerships, and retail preview events for the apparel vertical.
Managed communications for all direct-to-customer channels, and multiplied the Instagram community from 360K to 520K in twelve months.
Quotes from Mrs. Anita Lal, Founder of Good Earth - on The Designer Series.
As part of the Marketing team, I had the pleasure of leading the communication strategy and launch plan for
The Designer Series on the web boutique and other direct-to-customer channels. I was also responsible for executing the Communication strategy for all retail and digital touch-points. This included the nomenclature, and creative direction for this vertical, as well as other expansion avenues.
Third highest revenue-generating channel for the category in 2020-21.
βWe beat the revenue target by 157%β
This project came at an opportunistic time - during the peak of the lockdown in India, when everybody was spending unnatural amounts of time on their phones - albeit not without its challenges. Lockdown restrictions meant we had to keep the visual content team lean, and because this project featured several design partners, we had to ensure their individual identities were not lost. We also had to make sure that the launch campaign was in line with the Good Earth brand.
Fabrics of Flow
Malkha, an amalgamation of mulmul and khadi
Kala Cotton, an indigenous cotton of India
βFLOW champions indigenous maker communities, sustains livelihoods and celebrates traditional craft knowledge.β
100% Sustainable Handloom Fabrics. An all-new line, from Good Earth.
Women of Flow: Ekta Rajani
Women of Flow: Shimul Javeri Kadri
ππ©π¦ ππͺπ―π΅π’π¨π¦ ππ³π°π«π¦π€π΅ by Tilla was an exclusive heirloom collection, launched under The Designer Series on Good Earthβs web boutique. With the most views any IGTV film has had on the brandβs Instagram, the one-of-a-kind 14-piece inventory sold out over the weekend following the launch of this film.
ββ¦an heirloom collection that presents lovingly restored vintage textiles from Kutch, as part of one-of-a-kind jackets and kurtas. Designer, Aratrik repurposes and reimagines these exquisite embroideries β collected through the years, at his studio in Ahmedabad β that are meant to be revered and passed down generations as heirlooms.β£β
This was a COVID production creative directed from my home in Gurgaon, shot in Ahmedabad, and edited at the Good Earth Farm in New Delhi.
