Internship Report: House of Masaba

INTERNSHIP REPORT House of Masaba

Neha Sandeep Kolte FC- VII BD/17/406

Nift Gandhinagar/2020

House of Masaba By Masaba Gupta

Internship Report project by: Neha Kolte Fashon Communication Semester VII

guided by: Asit Bhatt

National Institue of Fashion Technology, Gnadhingar

“My quirkiness is my USP” -Masaba Gupta

Nift Gandhinagar/2020

Acknowledgement This internship was a brief exposure to the industry for a duration of six weeks. Firstly, I would like to thank all the faculty members who have taken coursesin Fasgion communication department for mentoring and helping me develop my resume and portfolio to send out to places I was interested to intern at. Next, this intership and documentation would not have been possible without the constant guidance and mentorship of Aparna Sambamurthi. I would like to thank my classmates and other interns who worked with me for helping me out from any problem.

Faculty mentor certificate This is to certify that Ms. Neha Kolte (BD/17/406 ) 7th Semester student of Bachelor’s in Design, Fashion Communication at National Institute of Fashion Technology, Gandhinagar completed her “Industry internship” at “House of Masaba ” under my supervision and guidance.

Faculty mentor

: Asit Bhatt

Signature

:

HOUSE OF MASABA LIFESTYLE PVT. LTD. ‘A’ Wing, 406, Morya House, Opp. Citi Mall, Linking Road, Andheri (West), Mumbai - 400 053.

Tel. No. : 022 - 40109538

11th December, 2020

Internship Certificate

This is to certify that Ms. Neha Kolte has successfully completed her internship in the Marketing Dept. at House of Masaba Lifestyle Pvt. Ltd. under Ms. Aparna Sambhamurthi from November 2nd to December 11th, 2020. During her internship she has closely worked as a part of the graphic team and has also helped them by creating graphics for social media.

During the period of the internship program with us we found her to be punctual, duty bound and hardworking.

We wish her success in her life and career.

House of Masaba Lifestyle Pvt. Ltd. MASABA VIVIAN RICHARDS

Digitally signed by MASABA VIVIAN RICHARDS DN: c=IN, o=Personal, 2.5.4.20=662b6ac601a888b2cf766a1b513f2be83a662876a ec5fadb9b732bd41c2bfc9c, postalCode=400049, st=Maharashtra, serialNumber=ab20fc95d779eec43cb0664a2594b75b597c e729b49d16df139269b6d7a6cf9e, cn=MASABA VIVIAN RICHARDS Date: 2020.12.29 14:17:05 +05'30'

Regards Masaba Richards Director

CIN # U74110MH2014PTC257909

Contents About the brand

Project 1

Project 5

14

30

65

Masaba Gupta

Project 2

Learnings

17

39

71

Brand identity

Project 3

Classroom project

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43

72

My role & responsibilities

Project 4

References

27

53

83

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About the brand The brand is a combnaton of Gupta’s Indian and Caribbean heritage that presents a whimsical take on modern style. With bold creations, Gupta has taken the industry by storm. Attracting the young generation by creating various contemporary sillhoutes with all over bold prints and patterns. The brand is very well known for their assymetrical necklines, breezy sillhouts, voluminous sleeves and off shoulders.

It is also a mixture of varied cultures and thoughts coming together and transforming into unconventional prints and motifs.They are bridging the gap between Haute Couture and Pret and between moder and traditional prints. It’s motif and colour aesthetics hve reached into collaborations across all possible product categories.

Established in

2009 Nift Gandhinagar/2020

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House of Masaba was founded by Masaba Gupta in July 2009 and, a decade later, has become a fast growing brand at the forefront of Indian fashion.

Gupta has collaborated with businesses ranging from Titan for fine jewelry watches to Himalayan Orchard Pure for water bottles.

Masaba Gupta is one such name in the industry who has turned fashion into a full-time career without succumbing to the usual stereotypes that many others in the space grapple with. She is the face, soul, and the very essence of House of Masaba. With an ever-evolving style, she has not only managed to find the sweet spot between haute and pret couture, but has also learnt to shop her brand of anytime-anywhere creations to a loyal base of customers.

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‘’

Its very important that people on board are a cultural match. They should understand the voice of the brand and blend accordingly. We look for people who are willing to express and push the boundaries, their voice should match with the very ethos of the brand, even if they are just trying to discover it.

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Masaba Gupta Never shy to experiment, and well know for blending traditional and modern. She started her carrier from home and soon received worldwide recognition.

Extremely passionate about music sports and writing, and the only designer to have a web series inspired by her debut on Netflix in 2020.

She studied apparel manufacture from SNDT womens university Mumbai before showcasing her collection at Lakme fashion week. She launched the brand in July 2009.

She is an active collaborator, collaborating with Nykaa, Lakme, Ekaya, Rhea Kapoor, Tribe of Amapali, Puma and a Game of thrones line.

Apart from heading her label, Masaba was at the creative helm of Satya Paul as their Fashion Director for two years.w

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The red bindi in the logo symbolizes feminity.

It acts as a symbol of creation and unity, and has been a special element of the house.

It takes inspiration from today’s women, who unify tradition with modernity.

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According to me, this could be the brand’s face because these type of illustrations actually describe ‘The Masaba look’.

The features such as long black hair, long eye lashes, bright lipstick, bindi, and ‘gajra’ reflects on the combination of both Indin as well as Carabean look.

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‘’

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The use of bright and vibrant colours make their prints stand out.

When it comes to the background colour, she likes it to be solid and not in a gradation form.

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Italic fonts and prefers two and not mor than 2 fonts to be used in the creative. She likes it being same for heading as well as for body text also

She is very much interested in music and prefers peppy music in her videos.

She prefers short videos and not more than 2 mins.

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‘’

She likes to keep the layout simple with a slight touch of quirkiness to it.

Experimental layouting is not her style. She avoids cluttered background and likes to keep it blank with a solid colour.

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Aparna Sambamurthi (the creative head)

Aparna Sambamurthi is well experienced Fashion Marketeer and a kind hearted soul who suppoted and guided me throughout my internship.

She loves to travel and has travelled to many places.

Very well updated with new trends and new fashion influencers and has worked with many stars as well.

She is very sweet to her employees and never missed the chance to appreciate the deserving project.

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Aditi Roongta (moral supporter)

Aditi joined this november as a Marketing executive at House of Masaba. Her job is to assist Aparna in managing social media, website, store, online/offline marketing.

She is one of the closest team member of mine who has not only been my co-ordinator but has also taught me some life lessons and has motivated me throughout my intership.

She was more like a mentor to me and we shared a great bond.

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AyushiJaiswal

Raphiya H.

(silent creator)

(overexcited soul)

Ayushi helped with the ideation in creatives.

We periodically discussed about the creatives layout and the color palletting.

She also helped me by giving suggestions to my every initial design and layouts.

She is a extrovert, fun, weird, enthusiastic person who says Alhamdulillah a lot. She currently lives in Bhopal. I She likes art, talking, meeting people, traveling and God. She can go on talking and talking and you won’t even get to know for how long you have been talking.

We share a great bond, since we both are Niftians, we have a lot in common.

I am glad we got to become friends.

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Kanchi Bhagtani

Paridhi Kharbanda

She has been working for years as a stylist of the brand. She is responsible for providing Fashion advice, chosing the right colour combination and co-ordinating outfits for social media stories as well as for post feed.

Paridhi is a full time graphic designer from Dehradun.

She is very sweet and co-oparative when it comes to communicate with each other.

She creates content for making styling videos for the upcoming collection or for a launch of a product range.

(pahaadi designer)

I was supposed to contact her and work with her when I was a newbie and she helped me a lot in making me understnd the whole design process of masaba.

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My role and responsibilities My internship brief and responsibilities for this 6 weeks time period was of a ‘Graphic Designer’.

Coming out with various ideations for creatives and content for social media posts including Facebook and Instagram, suggesting campaign ideas, content for styling videos, suggesting and creating posts for the upcoming collection or for the launch of new products, or for any festival edit was my main job at House of Masaba.

Since it was a ‘work from home’ internship, It was very challenging to explain the idea through a video call and not face to face. This also helped me to open up and gradually I was able to explain my own designs very fluently.

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Lookbook illustration in the centre post and use of the same image for both left and right post

Masaba look lllustration in the centre post and use of the same image for both left and right post

common grid formation observed on the brand’s feed post Stop motion animation of the print in the centre post and use of the same image for both left and right post

Masaba look lllustration in the centre post and use of different lookbook images for both left and right post

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Social media posts The house follows a very simple and basic layout in the grid formation of Instagram post feed.

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The creatives are planned 2-3 weeks prior the posting day in advance to keep rest of the days for making changes (if any) according to their feedback.

Topics are given by Aparna (fashion marketeer) posted on the whats app group of our social marketing team and the task is further discussed with Aditi (marketing executive).

Brainstorming is the next process through sketches, once approved then implementation is done.

Final outcome is further approved by Aparna followed by Masaba Gupta.

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Project 1 Bridal shower edit This was the very first project of mine wherin I was supposed to create creatives for the wedding season using the garments from A/W 2020.

The creatives were supposed to be made only for those garments which had not been shot in the campaign.

Some of the garment’s sillhouette didn’t match the wedding season because of their contemporary style, with this I came up with the bridal shower edit concept, as bridal shower is also a ritual which comes under wedding season.

People usually wear modern and contemporary outfits on bridal shower, and this was the best oppurtunity to include those garments which didn’t fit in the traditional outfit section of wedding season.

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Exploring some creative grid formations for the insta feed, something different that their regular style.

Brainstorming the illustrtions and its grid formation for insta feed post for the bridal shower edit.

Includes illustrations for the wedding season edit: sangeet, bridal shower, mehenda, showcasing both mens and womens colection

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Post creative explorations for lookbook images of A/W 2020 campaign.

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The prints on the brand’s feed are mostly in the form of stop motion.

As I wanted to give a different look and wanted to add quirkiness to it, I played with motifs and created gifs with continuous motions.

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‘’ Why will only brides have all the fun!?

Here we came up with a very unique yet stylish sangeet outfit creative which will actually fill in the vibe of bridal shower.

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creatives uploaded on the insta feed

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‘’ The first 2 illustrations were not posted because there was some kind of stock issue of that print.

Further these were posted according to the layout suggested by me as shown on the left page.

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Creative uploadedon the feed post

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Project 2 Black friday sale Created these on loop gifs for the ‘Black friday sale’ as per the given information by the team head.

This project was assigned to me on a very last moment, and was needed urgently.

Since I am good at using After effects, I managed to do this gif very quickly as per the changes suggested.

I was told to use only one font all over the creative and to use bold and contrasting colours to highlight the sale caption and other details.

‘’

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Frame by frame captures from the videoanimation.

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Teaser Black friday sale The teaser was supposed to be in such a way which could bring excitment to the viewers.

I used Masaba prints only in the overall video and showed the motif as a character. This type of motif use was never seen on their feed and therefore this was something new to the team as well.

The marketing team was very happy to see such creativity with the prints and motifs.

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Project 3 Christmas wishing posts In this project, I was supposed to create christmas wishing posts, including various gifting with the use of new launched products and those which are on sale.

Since their previous videos were all in stop animation form, they didn’t have a quiry or a holiday vibe in it.

So I thought of inculcating Santa and other christmas elements with a nice smooth transition having some meaningfull storyline and not just randomnly showing the products.

These are explorations for gifs which were supposed to be made for christmas gifting.

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The arrows shown on the sketches are to show and explain the motion of that particular element.

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These were the initil videos. the hats shown above were replaced by santa hats based on the feedback.

The products used in the santa’s video were further minimalized because the composition looked a bit cluttered.

‘’ Frame by frame captures from the video animation.

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All these videos are created in after effects, working with layers, effects and masking techniques.

‘’ Frame by frame captures from the video animation.

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posts uploaded on the main account.

‘’ Frame by frame captures from the video animation.

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Project 4 Holiday blowout sale In this project, I was supposed to create story layout for holiday blowout sale for this new year, including various garments from different collection, which are on sale.

Since their previous story layouts were very simple and had no holiday vibes, I thought experimenting with the layout.

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These explorarions of I wanted to keep the background dar and looks clas In this I wanted to show the flow of th my style in ter

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are the the story layout. rk so the garment gets more emphasis ssy and elegant. he garment and tried something out of rms of graphic.

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These were the story lauouts which got ap of too muc

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pproved and then rejected again because ch clutter.

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Some more examples inclu I also tried to minimize the layout But still, the design got regected lat according to to

1

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2

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uded in the above set only. as showm below on the right page. ter because it still seemed cluttered Aparna maam.

3

4

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I decided to try another layout again desig and finally the layo

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n, and so here are some of the new gns, out got approved.

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Project 5 New year wishing post In this project, I was supposed to create creatives for feed posts for new year, including various garments from different collection, which are on sale or are recently launched.

I decided the grid to be consisting of 1 gif and two side by side static posts of new year wishing.

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Hand sketch explorations for the new year posts.

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‘’ Frame by frame captures from the video animation.

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Middle class family celebrating new year watching award shows together also spreading stay home awarness.

Approved

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Showcas products point if this with the co year exc

Reje

sing the was plus s illustration oming newcitment.

ected

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Wrinting your own new year’s resolution is the very first thing people usually do on new years.

Approved

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Learnings Since it was a ‘work from home’ internship, It was very challenging to explain the idea through a video call and not physically. This also helped me to open up to new people and gradually I was able to explain my own designs very fluently.

Firstly, The brand’s aesthetics are exactly opposite to my aesthetics. At the initial phase, maneuvering with the color sensibility of the House of Masaba’s genre was tough and rigid and as designer I had various ideas that I had to narrow them down to the genre of masaba which I certainly achieved after some time, then it was easy to expand the creativity when I was getting a grip of the Masaba’s graphics.

I am glad I got to work with someone having very different aethetics, due to which I was able to explore other colour combinations as well.

Many of my designs were rejected but that is how I got know the process of adapting the brand’s identity.

It also helped me strengthen my software skills .

The work team was very supportive and always kept us motivated throughout the time period.

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Classroom project In this project, I was supposed to create creatives for feed posts for new year, including various garments from different collection, which are on sale or are recently launched.

I decided the grid to be consisting of 1 gif and two side by side static posts of new year wishing.

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For the 2 weeks project I worked as ‘freelance Graphic designer’ at start up company Caffeintreas wwhich is yet to lauch.

My job there was to create interenting graphics for tshirt print based on the content provided by the team.

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References • • • •

https://fashionunited.in/news/retail/decadeold-house-of-masaba-continues-to-growwith-its-unique-designs/2019030820709 https://yourstory.com/herstory/2019/03/ masaba-gupta-profitable-business-fashion-pt83qpe017 https://www.instagram.com/houseofmasaba/?hl=en https://www.houseofmasaba.com/accessories/fragrances?utm_source=website&utm_ medium=banner&utm_campaign=accessories%2Ffragrances