SPACES’ new campaign brings alive India’s traditional craft forms

Welspun India, one of the world’s largest home textile company’s domestic brand, SPACES recently launched their campaign on‘Thoughtful Living’ to complement the launch of its brand new festive home linen range called Rangana. The (what is well curated) Rangana collection is inspired by traditional textile art forms celebrated in different states of India. Following the launch of the new collection, SPACES has launched 2 digital films that showcase how this range is inspired by India’s beautiful artforms.

The campaign – a series of short videos, highlights the roots of incredible India. The digital films beautifully conceptualised by Ogilvy portrays the essence of  Rangana collection. From Patola to Meenakari, Phulkari to Paithani, SPACES’ new collection celebrates India’s varied traditional artforms The campaign is promoted across 600+ cinema screens and on all digital platforms.

The film showcases a melodious moment between a mother and her child, where she sings the folk lullaby one hears in bedrooms in every nook and corner of the country. Each film portrays the speciality of that particular region associated to the folk lullaby thus highlighting the ethos of the collection.

Talking about the campaign, Manjari Upadhye, CEO & Head of Domestic Business, Welspun India said, “SPACES as a brand stands for thoughtfulness through its designs and the innovative products. Through the Rangana collection, we are celebrating the traditional Indian art form. Our new campaign brings out the essence of the new collection in a beautiful way with the underlying message of thoughtfulness. It is important to revive the traditional Indian art form and create awareness amongst consumers, which is why SPACES has taken this initiative of giving back to the society through the creation and subsequent sale of Rangana.”

“SPACES celebrates traditional art forms prevalent in every part of the country through its Rangana collection of bed linen. What better way, to showcase and celebrate these designs, than by complementing them with folk lullaby one hears in bedrooms in every nook and corner of the country. Rangana is also a true example of SPACES actually living its philosophy of thoughtful living, as proceeds from its sale go to the artists”, says, Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy

With Rangana, each weave binds authentic folk heritage and the inheritance of the diverse art forms,  bringing alive the culture, rituals, beliefs and the essence of festivity.

The traditional folk-art forms are a legacy of the craft communities. These communities are facing challenges to survive due to modernization and lack of awareness about traditional art forms. As Rangana is a collection evolved from the beautiful crafts of diverse India, proceeds from sale of Rangana will be directly used for the development of these craft communities and centres in return of their contribution to the glorifying heritage of traditional India.

Credits:

Agency: Ogilvy Mumbai 

Creative: Zenobia Pithawalla, Varsha Desai

Planning: Jasmeeta Mehta

Account Management: Vivek Verma, Sreejesh Nherakkol, Preksha Vadhan, Megha Mohan

Production House: Jamic Films 

Director: Shirish Daiya  

Producer: Mekala Krishnaswamy