How we established a premium textile company as an employee-valuing, socially responsible brand.
THE BRIEF
Perennials, a maker of hand-woven rugs wanted a series of social impact videos to build a positive brand image. The goal was to highlight their contribution in preserving the dying art of hand-weaving. And showcase the socio-economic upliftment in the lifestyle of their weavers after joining Perennials. They wanted the videos to deliver personal impact by centring each one on individual weavers, their issues, art, family and more
OUR STRATEGY
Social impact stories need to generate empathy in the viewers to command a favorable response from the audience. For that, we decided to film the weavers in their hometown to best depict how their life was prior to joining Perennials. We could then contrast that with their life at Perennials. The interview bites from their family members would lend a broader perspective. So, we interviewed some weavers, analysed their growth stories, and selected three who had the most heart-touching angles in their journey.
THE RESULT
We created three emotionally charged narratives that conveyed how Perennials had given a new lease of life to the weavers. Here, they are treated with respect, receive fair wages and work in a pristine environment where they can work safely.
THE IMPACT
Perennials showcased this series during the press conferences for the inauguration of their studio in Mumbai (their first-ever in India) and for the launch of their second production facility in Vadodara. The videos tugged many heartstrings and garnered positive approval from the audience at both events
CLIENT’S REACTION
“I believe that this was a fruitful endeavor. The videos perfectly did their job of portraying us as a caring, forward-thinking, value-driven brand.”
Tejas Gadkari, Marketing Lead, Perennials India
