LaunchingLaunching

SworgonicSworgonic

Done by:Done by:

Amrita BeriAmrita Beri

Ove

rvie

wO

verv

iew

About The Company

About The Company Client Brief

Client Brief Research Research Product Analysis

Product AnalysisConsumer Analysis

Consumer AnalysisCompetitors Analysis

Competitors Analysis

StrategyStrategy Creative

Creative ExecutionExecution Conclusion

Conclusion

About

About

The C

om

pany

The C

om

pany

You Desire,

You Desire,

We Idealize.

We Idealize.

You Dream,

You Dream,

We Do.We Do.

GreenGreenLUST is dedicated to providing

LUST is dedicated to providing

our clients with a top-notch

our clients with a top-notch

service where they desire and we

service where they desire and we

fulfill. The vision of

fulfill. The vision of GreenGreenLUST is LUST is

to provide results-oriented, out of

to provide results-oriented, out of

the box solutions to their

the box solutions to their

Advertising, PR and Marketing

Advertising, PR and Marketing

needs.needs.

Clie

nt

Bri

ef

Clie

nt

Bri

ef

Launch Khadi As A

Launch Khadi As A

Couture Fabric

Couture Fabric

ResearchResearchStrategy

StrategyCreativeCreativeExecution

Execution

ResearchResearch

Product

Analysis:

Haute

Coutu

re Haute

couture is

Haute couture is

French for "high sewing"

French for "high sewing"

or "high dress making"

or "high dress making"

or "high fashion“.

or "high fashion“.

Creation of exclusive

Creation of exclusive

custom made & fitted

custom made & fitted

clothes. clothes. 

Usually made from

Usually made from

high-quality, expensive

high-quality, expensive

fabric and sewn with

fabric and sewn with

extreme attention to

extreme attention to

detail and finished by

detail and finished by

the most experienced

the most experienced

and

capable

and

capable

seamstresses.

seamstresses.

Product

Analy

sis:

Product

Analy

sis:

H

isto

ry o

f H

isto

ry o

f K

hadi F

abri

cs

Khadi F

abri

cs

The term Khadi or Khaddar

The term Khadi or Khaddar

means cotton.

means cotton. Indian handspun and hand-

Indian handspun and hand-

woven cloth of cotton, silk, or

woven cloth of cotton, silk, or

wool, which are spun into

wool, which are spun into

threads on a spinning wheel

threads on a spinning wheel

called a charkha.

called a charkha. It is a whole movement

It is a whole movement

started by

Mohandas

started by

Mohandas

Karamchand Gandhi in the

Karamchand Gandhi in the

1920s.1920s. It was an integral part of the

It was an integral part of the

Swadeshi movement.

Swadeshi movement.

Product

Product

Analysis: Typ

es

Analysis: Typ

es

Of

Of

Khadi Fa

brics

Khadi Fa

brics

The different types of Khadi

The different types of Khadi

fabrics are as follows:

fabrics are as follows:

Product

Analy

sis:

Product

Analy

sis:

About

The B

rand

About

The B

rand Personality:

Personality:According to the Brand

According to the Brand

Personality Scale,

Personality Scale, SworgonicSworgonic

falls under SOPHISTICATION.

falls under SOPHISTICATION.

Positioning:Positioning:

Sophisticated

Sophisticated comfortable fashionable

comfortable fashionable

everyday couture wear for

everyday couture wear for

people who want to get

people who want to get

addicted.addicted.

Product

Analy

sis:

Product

Analy

sis:

About

The B

rand

About

The B

rand

The respected Sabyasachi

The respected Sabyasachi

Mukherjee is designing the

Mukherjee is designing the

clothes for clothes for Sworgonic

Sworgonic’s’s

launch. launch.

Product

Product

Analysis:

Analysis:

Colle

ction

Colle

ction

Product

Analy

sis:

Product

Analy

sis:

Form

al W

ear

Form

al W

ear

Product

Product

Analysis:

Analysis:

Form

al W

ear

Form

al W

ear

Product

Analy

sis:

Product

Analy

sis:

Eth

nic

Wear

Eth

nic

Wear

Product

Product

Analysis:

Analysis:

Eth

nic W

ear

Eth

nic W

ear

Product

Analy

sis:

Product

Analy

sis:

Casu

al W

ear

Casu

al W

ear

Product

Product

Analysis:

Analysis:

Casu

al W

ear

Casu

al W

ear

Product

Analy

sis:

Product

Analy

sis:

Part

y W

ear

Part

y W

ear

Product

Product

Analysis:

Analysis:

Party W

ear

Party W

ear

Product

Analy

sis:

Product

Analy

sis:

Exo

tic

Wear

Exo

tic

Wear

Product

Product

Analysis:

Analysis:

Exo

tic Wear

Exo

tic Wear

Product

Analy

sis:

Product

Analy

sis:

Kid

s W

ear

Kid

s W

ear

Product

Product

Analysis:

Analysis:

Kid

s Wear

Kid

s Wear

Product

Analy

sis:

Product

Analy

sis:

Weddin

g W

ear

Weddin

g W

ear

Product

Product

Analysis:

Analysis:

Weddin

g W

ear

Weddin

g W

ear

Product

Analy

sis:

Product

Analy

sis:

Acc

ess

ori

es

Acc

ess

ori

es

Product

Product

Analysis:

Analysis:

Acce

ssorie

sA

ccesso

ries

Product

Analy

sis:

Product

Analy

sis:

Featu

res

&

Featu

res

&

Benefits

Benefits FeaturesFeatures BenefitsBenefits

Organic fabric Organic fabric with organic dyewith organic dye

Skin – friendly,Skin – friendly,Non – irritableNon – irritable

Eco - friendlyEco - friendly Bio – degradableBio – degradable

All season wearAll season wear Primarily made Primarily made with cottonwith cotton

Light materialLight material ComfortableComfortable

Clean crisp Clean crisp fabricfabric

Looks Looks sophisticatedsophisticated

Consu

mer

Consu

mer

Analysis:

Analysis:

The Ta

rget

The Ta

rget

Audie

nce

Audie

nce

SegmentatioSegmentationn

Target AudienceTarget Audience

DemographicalDemographical

Male / FemaleMale / Female All age groupsAll age groups Upper Middle Upper Middle

Class & Upper Class & Upper ClassClass

Lives in big cities Lives in big cities & towns& towns

Capacity to buy Capacity to buy pricey productspricey products

PsychologicalPsychological

Interested in Interested in fashionfashion

Wants to look Wants to look good dailygood daily

Seeking new Seeking new trendstrends

Loyal to Indian Loyal to Indian productsproducts

Sentimental Sentimental comfort zonecomfort zone

Consu

mer

Consu

mer

Analy

sis:

Analy

sis:

Media

Habit

s

Media

Habit

s

TelevisionTelevision Radio

Radio Print AdsPrint Ads Direct Marketing

Direct Marketing Hoardings

Hoardings MallsMalls Fashion Houses

Fashion Houses Digital Marketing

Digital Marketing Viral Marketing

Viral Marketing Word – of – mouth

Word – of – mouth Road – shows

Road – shows

StrategyStrategy

Stra

tegizin

g:

Stra

tegizin

g:

Message Strategy:

Message Strategy:

Invoking hype among the target

Invoking hype among the target

audience and introducing them to a

audience and introducing them to a

brand new level of comfort, warmth

brand new level of comfort, warmth

and joy.and joy.

Media Strategy:

Media Strategy:

Overriding their senses from all

Overriding their senses from all

possible media sources.

possible media sources.

Copy Platform:

Copy Platform:

Introducing Khadi in a very different

Introducing Khadi in a very different

avatar for all kinds of seasons, for all

avatar for all kinds of seasons, for all

kinds of people, for all kinds of trends.

kinds of people, for all kinds of trends.

IMC

IM

C

(Inte

gra

ted

(Inte

gra

ted

Mark

eti

ng

Mark

eti

ng

Com

munic

ati

ons)

Com

munic

ati

ons)

Pre – E

vent

Pre – E

vent

Prom

otio

nal

Prom

otio

nal

Activitie

s A

ctivities

TelevisionTelevision

RadioRadio

Print Ads: Newspapers,

Print Ads: Newspapers,

Magazines, Hoardings

Magazines, Hoardings

Direct Marketing

Direct Marketing

Mall Activation

Mall Activation

Fashion Houses

Fashion Houses

Digital Marketing

Digital Marketing

Viral Marketing

Viral Marketing

Word – of – mouth

Word – of – mouth

Road – shows

Road – shows

Bus Branding

Bus Branding

Traffic Signal Mono – Act

Traffic Signal Mono – Act

Cam

paig

nC

am

paig

n

In Line With PR Activities:

In Line With PR Activities:

Road Shows

Road Shows Co-branding Activity: Lakme

Co-branding Activity: Lakme

Fashion Week

Fashion Week 1 Television Advertisement

1 Television Advertisement

1 Radio Advertisement / Jingle

1 Radio Advertisement / Jingle

3 Print Advertisements

3 Print Advertisements

3 Advertisement Campaigns

3 Advertisement Campaigns

3 Outdoor Advertisements

3 Outdoor Advertisements

Website / Internet Promotions

Website / Internet Promotions

CreativeCreative

Tele

vision

Tele

vision

Com

mercia

l

Com

mercia

l

DescriptionDescription VideoVideo AudioAudio

Scene 1: Scene 1: A very neat A very neat girl’s bedroom.girl’s bedroom.

The girl sitting on The girl sitting on the bed.the bed.

Frame 1: Frame 1: PanningPanningFrame 2: Frame 2: Stops on Stops on face & zooms outface & zooms out

Light Light music music

playing playing

Scene 2: Scene 2: Suddenly Suddenly the girl gets up & the girl gets up & starts looking for starts looking for

something.something.In the process, starts In the process, starts

throwing things throwing things around.around.

Frame 1: Frame 1: Follow Follow shotshot

Frame 2: Frame 2: Over the Over the shoulder shotshoulder shot

Tempo Tempo rises as rises as

she she keeps keeps

lookinglooking

Scene 3: Scene 3: She runs She runs over to the cupboard over to the cupboard & starts pulling out & starts pulling out

things. things.

Frame 1: Frame 1: Follow Follow shotshot

Frame 2:Frame 2: Close up Close up of messof mess

Tempo Tempo keeps keeps risingrising

Scene 4: Scene 4: The girl The girl picks up a scarf from picks up a scarf from

the mess.the mess.Then she smells it.Then she smells it.

Frame 1: Frame 1: Follows Follows shot of handshot of hand

Frame 2:Frame 2: Close up Close up

Tempo Tempo slows slows downdown

Scene 5: Scene 5: She smiles She smiles peacefully .peacefully .

Frame 1: Frame 1: Zooms inZooms inFrame 2:Frame 2: Zooms Zooms

outout

Creepy Creepy musicmusic

Scene 6: Scene 6: Introduction Introduction of the brand.of the brand.

Frame 1:Frame 1: Shows Shows the logo / namethe logo / name

PlayfulPlayfulmusicmusic

Radio

Radio

Adve

rtis

em

ent

Adve

rtis

em

ent

Questions related to Khadi

Questions related to Khadi

material & Sabyasachi

material & Sabyasachi

Mukherjee will be asked on

Mukherjee will be asked on

air.air. The contest will be aired

The contest will be aired

between the 7:00am to

between the 7:00am to

11:00am & 5:00pm to

11:00am & 5:00pm to

9:00pm.9:00pm. The winners of the contest

The winners of the contest

will be rewarded with

will be rewarded with

couple passes for the

couple passes for the

Lakme Fashion Week.

Lakme Fashion Week.

Print

Print

Adve

rtisem

ent

Adve

rtisem

ent 11Get High On Fashion

WithKhadi Couture Dresses

For more details, visit:www.sworgonic.com

Prin

tPr

int

Adve

rtis

em

ent

2

Adve

rtis

em

ent

2

Get High On FashionWith

Khadi Couture Dresses

For more details, visit:

www.sworgonic.com

Print

Print

Adve

rtisem

ent

Adve

rtisem

ent 33

Get High On FashionWith

Kama Sutra Couture Bras

For more details, visit:www.sworgonic.com

Outd

oor

Outd

oor

Adve

rtisem

ent

Adve

rtisem

ent 11

FASHION SO ADDICTIVE

THAT YOU NEVERWANNA TAKE

THEM OFF!

Visit www.sworgonic.comfor more information.

Outd

oor

Outd

oor

Adve

rtis

em

ent

2

Adve

rtis

em

ent

2

Websi

teW

ebsi

te

ExecutionExecution

Eve

nt Flo

w:

Eve

nt Flo

w:

The Pre

ss The Pre

ss

Rele

ase

Rele

ase

TimeTime DetailsDetails

14301430 The Journalists / Press are invited to The Journalists / Press are invited to the venue & served refreshments.the venue & served refreshments.

15001500 The press release meeting begins.The press release meeting begins.

15051505The CEO of the company talks about The CEO of the company talks about the Brand, Product, USPs and the the Brand, Product, USPs and the Future of the Company.Future of the Company.

15301530

The Brand Ambassador / Show The Brand Ambassador / Show Stopper – Priyanka Chopra launches Stopper – Priyanka Chopra launches the product in front of the the product in front of the Journalists / Press.Journalists / Press.

15401540Q&A Session between the Press and Q&A Session between the Press and Company for half an hour till 1610 Company for half an hour till 1610 hours.hours.

16151615Tea and snacks are served while the Tea and snacks are served while the press gets a chance to check out press gets a chance to check out the collection personally.the collection personally.

17001700 The Press Release comes to an end.The Press Release comes to an end.

Eve

nt

Flow

:Eve

nt

Flow

:The L

aunch

The L

aunch

TimeTime DetailsDetails

19001900The MC introduces the basics of The MC introduces the basics of Khadi, Theme Khadi, Company – Khadi, Theme Khadi, Company – Sworgonic.Sworgonic.

19151915 A basic khadi themed round starts. A basic khadi themed round starts. Everything is simple.Everything is simple.

19251925The MC introduces the CEO, the CEO The MC introduces the CEO, the CEO speaks bout his company, USP, speaks bout his company, USP, Khadi, Trend setting, etc.Khadi, Trend setting, etc.

19451945The Fashion show starts displaying The Fashion show starts displaying all the different ranges that all the different ranges that Sworgonic carries.Sworgonic carries.

20102010Co-branding is introduced. Co-branding is introduced. Sabyasachi's Collection of Khadi Sabyasachi's Collection of Khadi wear is introduced.wear is introduced.

20252025

Brand Ambassador / Show Stopper – Brand Ambassador / Show Stopper – Priyanka Chopra wears a khadi Priyanka Chopra wears a khadi saree – designed by Sworgonic & saree – designed by Sworgonic & Sabyasachi.Sabyasachi.

20302030The show ends and F&B are served. The show ends and F&B are served. Personal interviews with Celebrities Personal interviews with Celebrities & Company people.& Company people.

ConclusionConclusion

Conclu

din

gC

onclu

din

g

Outlet launches

Outlet launches

Promotional activities

Promotional activities

Corporate events

Corporate events

Sponsorship

Sponsorship

Discounts & Offers

Discounts & Offers

New launches

New launches

Thank

You!!

Thank

You!! Done by:

Done by:

Amrita BeriAmrita Beri