This was not just a collection but a monumental tribute to craftsmanship, artistry, and cultural sustainability. The campaign showcased the Grassroot Artisans Project (GAP), creating a narrative that championed artisans and Indian crafts on a larger-than-life platform.

Objective

• Celebrate JADE’s 15-year milestone by creating a collection and event that reflected its legacy and commitment to craftsmanship.
• Engage diverse stakeholders, from artisans to art connoisseurs, and position JADE as a torchbearer of cultural and artisanal sustainability.
• Build intrigue and curiosity through a pre-event campaign while ensuring extensive coverage during and after the event.

The campaign was centered around weaving an immersive story that reflected the depth and philosophy of this collaboration:

Strategy

1. Artisanal Legacy Meets Modern Luxury:
   • Each garment was inspired by the traditional weaving techniques and intricate crafts showcased at CSMVS, blending heritage with contemporary couture.
   • We honored artisanal techniques such as Bandhini, Kantha, Batik, and Ikat, incorporating these into the collection as wearable art.
2. Museum as a Muse:
   • The museum served as the heart of inspiration, giving context and depth to the collection.
   • We emphasized the historical and cultural significance of the collaboration, showcasing the designers’ personal journey and why the museum was central to the project.
3. Grassroot Artisans Project Spotlight:
   • The collaboration underscored the importance of artisans, weaving their stories into the narrative to champion the cause of cultural sustainability.
4. Social Media Build-Up and Coverage:
   • A pre-event campaign created intrigue, sharing behind-the-scenes glimpses, designer insights, and the artisans’ stories.
   • Compelling social media storytelling highlighted the design process, the philosophy of the collection, and the museum’s role.
   • Live coverage during the event captured the grandeur of the show, and post-event content maintained momentum by celebrating the outcomes and audience reactions.

Execution

• Pre-Event Build-Up:
  • Teasers featuring the designers’ vision, their journey into the museum’s Textile Gallery, and stories of the artisans.
  • Short video clips capturing the intricate processes behind the collection, creating curiosity about the event.
• The Show:
  • A grand event at the CSMVS Museum, where the collection was unveiled in a breathtaking display that reflected the philosophy of weaving tradition with modernity.
  • Stakeholders like JSW championed the cause, emphasizing the importance of cultural preservation.
  • The show was curated as a sensorial experience, where guests were immersed in the legacy and craft showcased through the collection.
• Post-Event Campaign:
  • Detailed storytelling on social media, covering highlights from the event, the artisans’ contributions, and the journey behind the collaboration.
  • Reviews, testimonials, and engagement with the audience to celebrate the success of the event.

Results

• The campaign successfully positioned JADE as not just a couture brand but a curator of culture and sustainability.
• Increased awareness of the Grassroot Artisans Project and its impact on empowering artisanal communities.
• Social media engagement surged with high curiosity and intrigue during the pre-event phase, culminating in significant buzz around the show.
• The collection was widely celebrated as a perfect blend of heritage and modernity, with the museum’s role adding depth and prestige to the narrative.

Conclusion

The JADE x JSW x CSMVS collaboration was a milestone in storytelling and craftsmanship. It honored the legacy of Indian artisans while showcasing the potential of traditional crafts to evolve into modern luxury. By leveraging the rich history of the CSMVS Textile Gallery, the vision of the designers, and the artisans’ mastery, the campaign transcended fashion to become a resonant celebration of culture and legacy.