Siyaram’s recently launched a national advertising campaign titled ‘The New Face of Linen’ which introduces a variety of designs, textures, weaves in linen fabrics highlighting checks, stripes, prints, and colours. The new campaign has been created by Makani Creatives and directed by Karthik Ramnathkar.
Aptly coined ‘The New Face of Linen’, the campaign showcases the company’s commitment to bring the best of fashion around the world to India. Featuring four commercials, it presents a diverse range of linen fabrics in various designs and colours as the ‘new face’ in the eyes of today’s youth and fashion oriented consumer in a young, dynamic, and vibrant manner.
The campaign establishes Siyaram’s innovative leadership in the market by bringing latest trends and global fashion to Indians. While the TVCs are focused only on the product’s proposition, a clear essence of balanced style and sensibilities suitable for a fashion brand is portrayed.
With the campaign, the company intends to target men and women above 23 years of age, across India. The idea has been drawn from the rise of fashion-conscious youths who not only follow international trends, but dare to incorporate new styles in their wardrobe.
Ramesh Poddar, Chairman and Managing Director, Siyaram Silk Mills said, “Nowadays, natural fabrics are the biggest fashion trend and linen has been a frontrunner in popularity in the international market. With the new multi-channel marketing campaign, Siyaram’s aims to inspire young people to explore, be creative and enjoy fashion every day.”
Commenting on the campaign, Sameer Makani, Director, Makani Creatives said, “The series of four commercials showcase the designs, textures, weaves, and colours in a spectacular fashion. This is the first time that Siyaram’s has released a category specific campaign.”
Karthik Ramnathkar, Director of the TVC said, “After actually experiencing the look and feel of the fabrics, we decided to treat the different films according to the character of clothes. The production design was kept clean to let the fabrics do the talking. I believe that the editor, Yusuf Khan, did complete justice to the fabric and gave the commercials a cool, modern, and stylish look.”
The print images were shot by renowned photographer Sarvesh Kumar, who has beautifully lent a larger than life feel to the fabrics in the campaign.