A homecoming campaign for Ekaya X 431-88.

Client

Ekaya x 431-88

TEAM

AGENC

Services

Brand Tonality & Copywriting

a man standing in front of a counter in a restaurant

Background

Ekaya and 431-88 collaborated on an exclusive craft-first fashion campaign for Handloom Day. This campaign focused on the city of Banaras as the heart of heritage and modern interpretations of its woven craft.

Brief

  • Both brands challenged us to come up with a campaign that was inherently cultural and experiential. It should feel like a 24-hour long tour, they had said.

  • The local colours of Banaras had to be key through all the points of communication.

Work

  • Campaign development 

  • Social media strategy

  • Newsletters

  • Copywriting for campaign assets

Apart from this, our team also designed visuals for the campaign.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

INSIGHT

Modernity is built on an existing foundation. We all come from somewhere, we all belong somewhere. This notion gave rise to our overarching concept note for Ekaya’s side of the campaign:

CREATIVE SOLUTIONS

  • Based on the concept, we came up with social media captions for the pre-buzz and launch of the campaign. The idea was to hit close to home with every string of words.

  • The newsletters were more product-centric, highlighting the collection and the craft.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.