House Of Masaba | Graduation Project

Social Media Promotion HOUSE OF MASABA

GRADUATION PROJECT TANVI BHAKHAR Bachelor Of Design (Fashion Communication) 2017-2021

NATIONAL INSTITUE OF FASHION TECHNOLOGY GANDHINAGAR

Social Media Promotion HOUSE OF MASABA

GRADUATION PROJECT TANVI BHAKHAR Bachelor Of Design (Fashion Communication) 2017-2021

NATIONAL INSTITUE OF FASHION TECHNOLOGY GANDHINAGAR

Published in the Year 2021.

National Insitute of Fashion Technology (NIFT) (Ministry of Textiles, Govt. of India) GH-0 Road, Gandhinagar - 382 007 Gujarat, India.

Tel: +91-79-23240832, 23240834 Fax: +91-79-23240772 E-mail: nift.gandhinagar@nift.ac.in Copyright Tanvi Bhakhar 2021 This document is originally submitted as a part of academic leanring at National Insitute of Fashion Technology, Gandhinagar and is for academic purpose only. The opinions expressed in this document are solely those of the author and NIFT does not bear any responsibility for the nature of its content.

Reproduction of any part of this document must acknowledge the author and NIFT, Gandhinagar.

Design: Tanvi Bhakhar Email: bhakhartanvi@gmail.com

FACULTY MENTOR CERTIFICATE This is to certify that Ms. Tanvi Bhakhar (BD/17/317) 8th Semester student of Bachelor’s in Design, Fashion Communication completed her graduation project entitled “Social Media Promotion” at “House of Masaba Lifestyle Pvt. Ltd.” Under my supervision and guidance.

Faculty mentors name: Ms. Jalpa Vanikar Signature Date:

EXTERNAL JURY CERTIFICATE This is to certify that Ms. Tanvi Bhakhar of Fashion Communication Department at National Institute of Fashion Technology - Gandhinagar, has been evaluated for his or her Graduation Project report titled ”Social Media Promotion” have fulfilled the requirements set by the institute and the evaluation jury.

The Evaluation Jury: NAME & DESIGNATION: Signature:

DISCLAIMER This work has not been copied from any other sources. Materials, wherever outsourced have been given credits. This document consists of authentic and original work. It is an outcome of the Graduation Project at House of Masaba Lifestyle Pvt. Ltd. No portion of this has been copied from any other sources. It supports application for degree qualification to this institute and imbibes on National Institute of Fashion Technology’s learning. All the art works solely belongs to the author Ms. Tanvi Bhakhar and the company House of Masaba Lifestyle Pvt. Ltd. Name of the student: Ms. Tanvi Bhakhar Signature:

ACKNOWLEDGMENT My completion of this project could not have been accomplished without the support of my Faculty Mentor Ms. Jalpa Vanikar along with Dr. Hir Vyas and Mr. Asit Bhatt. I cannot express enough thanks to my Industry Mentor Ms. Aparna Sambhamurthi for the continued support and encouragement. I offer my sincere appreciation for the learning opportunities provided by the company House Of Masaba Lifestyle Pvt. Ltd. & National Institute of Fashion Technology-Gandhinagar. I convey my depth to all those who have been a part of this journey.

CONTENT House Of Masaba Brand Identity Online Presence Offline Presence The Team Design Route Design Brief Calendar

01.

02.

Promotional Strategy

03.

Unlock LoveValentine’s Day

04.

Mother’s Day Sale

Trackees Launch

05.

Festive Wishes

HOUSE OF MASABA

Established in 2009 by fashion designer Masaba Gupta, House of Masaba is a India proud label.

It transforms everyday mundane items into unconventional motifs and prints. Over the years, the brand has forayed into beauty, fashion, jewelry, accessories, menswear, swim wear, and many more segments apart from women’s wear. With the headquarter in Mumbai, Maharashtra the brand mostly caters to women of all ages with their unique prints and silhouettes.

“The geometric bindi featured in the brand’s logo is as a symbol of creation & unity, the bindi has always been a special element for House of Masaba. It takes inspiration from today’s women, who unify tradition with modernity, in all that they do!” Says Masaba.

Indo-Caribbean designer, Masaba Gupta is admired globally as the ‘Queen of Prints’ and has also won the spot on the Forbes 30 under 30 list in the year 2017. The signature Masaba Gupta designs channel her quirky and experimental style sensibilities breaking stereotypes with unique and fuss-free silhouettes for modern Indian women.

While my heart is rooted in India - I always have my eyes on the world. In this way,I hope to share a little bit of my Country & it’s inimitable style with the world with pieces proudly made in India for a truly global woman” quotes Masaba.

Masaba Gupta

Brand Identity Brand follows a unique identity with vibrant color palette of yellow, red, green and pink along with bold prints. It follows a strong visual language across the brand through inclusivity. It does not shy away from celebrating all kinds of women. With Quirkiness as the USP, the brand makes a mark in the industry.

Online Presence Brand actively participates in all their Social Media platforms hence, proving it to be an important communication tool for the brand & audience.

House Of Masaba has 587K INSTAGRAM followers, 68K FACEBOOK followers, a website along with 24/7 availability over WhatsApp. Masaba is credited to be one of the first fashion designers to have done fashion show through Instagram. House of Masaba also launched its festive 2019 collection Online.

INSTAGRAM 587K followers

FACEBOOK 68K followers

WEBSITE

www.houseofmasaba.com

Offline Presence Apart from easy approachability through Online, brand has various stores across India along with STOCKISTS globally which includes Monsoon AHMEDABAD, Samara - INDORE, Azra - RAIPUR, Le Rosh - JAKARTA, Adaa - BANGKOK, Vesimi - DUBAI, Essence, Taj Exotica & Essence, Jumeirah - MALDIVES, Este Couture & Pernia’s Pop Up Studio - LONDON and Desi Couture( Houston), Anokhi Ada (Georgia), Raaz Couture (Chicago), Kynah (LA) in USA.

MUMBAI

DELHI

Shop no. 8, New Sujata Building, Juhu Tara Road, Opp Granth Book Store, Mumbai 400049

D-25, Defence Colony, First Floor New Delhi 110024

Palladium, T-11, 3rd Floor, Palladium Mall, Lower Parel, Mumbai 400013

GF-2B, The Kila, Seven Style Mile, 4A Kalka Das Marg, New Delhi 110030

GURUGRAM

HYDERABAD

F146 A, first floor, diagonally opposite H&M,Ambience Mall, Ambience Island, NH- 8,Gurugram, Haryana 122002

Masaba Store, Plot no - 8 & 9, Achyutha Co-operative Society, Road no-10, Banjara Hills, Hyderabad-500034

BENGALURU

KOLKATA

Ground floor, No. 4/1-1, Lavelle Heights, Lavelle Road, Bengaluru, Karnataka 560001

4, Wood Burn Park Rd, Elgin Rd, Kolkata

The Team During my 16 weeks remote internship (JanuaryApril), I worked closely with the Social Media Team.

Each contributes equally to the organization which makes for a smooth functioning. My role as a Design Intern mainly focused on creating graphic content for social media. The team at House Of Masaba was very welcoming and encouraging which opens the space for creativity and healthy work environment.

MASABA GUPTA Founder/Director

APARNA SAMBAMURTI

ADITI ROONGTA

Fashion Marketing Manager

Marketing Executive

PARIDHI KHARBANDA

KANCHI BHAGTANI

AYUSHI AGARWAL

Graphic Designer

Digital Stylist

Design Intern

DESIGN ROUTE

Social Media plays a vital role for the brand in every aspect of communication. Right after making through the internship shortlisting, it was followed by a small assignment for the final selection which required 2 creatives for social media - A static and a gif based on a given theme. It requires a greater understanding of brand’s aesthetic. Being a part of the brand for few months I was able to understand & develop the brand’s visual language.

Designing each creative consumes a process from start till end. It requires maximum efforts and time to create and design a single creative. All these creatives are well planned and designed 3-4 weeks prior to uploading.

This process and observation has contributed to my understanding of brand identity of dos and don’ts.

Font Pairing Serif fonts paired with San-serif fonts but not more than two typeface. Preferable typeface for the brand is CHRONICLE DISPLAY. Same typeface for Head, Sub-head & Body is also favored. Italic type is used for the creative to emphasize key points.

Example:

A little bit Indian, a little bit Global.

Layout 3 grid layout is followed by the brand for Instagram creatives. Grid planning is a major part of the design process as it gives more structure to the layout and makes the profile look more cohesive & efficient. Grid of 6 or 9 are also used depending on the requirement.

Usual Grid Layout: 1 Text Post

GIF/Static Illustration

Text Post

GIF/Static Illustration

Text Post

GIF/Static Illustration

2

Background Solid colors or minimal background is always appreciated. The focus should always be on the subject and prints avoiding the clutter. Gradients are not a good choice.

Process Receiving Design Brief

Conceptualizing & Brainstorming

Ideating & Sketching

Explorations

Final Outcome

Illustrations Brand is known for the graphic content produced to convey a message. Illustrations are very whimsical with smartly placed prints. A lot of Indian elements are used with a modern twist. Illustrations are often seen with Indian skin color, shapes and hair textures celebrating the flaws as well reflecting bold and modern women.

Poses are usually candid and relatable, extra facial elements are avoided to draw focus on prints and message to be conveyed.

DESIGN BRIEF

Design Brief Design brief for the internship was to design creatives for the upcoming events and collection starting from January till April end keeping intact brand’s aesthetic and visual language.

To work on brand’s social media platforms creating graphic content like wishing posts, garment promotion, reels, interactive stories, planning grids and other creatives.

Brand’s social media platform, prominently Instagram is more than just fashion. It is Bold, thought provoking and innovative. Instagram being the main way to communicate directly to the audience major time and efforts are invested for social media creating content which resonates to the viewers.

Calendar JANUARY

FEBRUARY

New Year Theme: New Beginnings Republic Day

Valentine’s Day Theme: Unlock Love

Promoting old collection before the launch of new collection.

MARCH

APRIL

Women’s Day Holi

Eid Edit Easter Mother’s Day

Launch 1: Trackees on Women’s Day Launch 2: MasabaLand x Boat on 19 March (Lakme Fashion Week)

Two major Launch of the year.

Promoting the new collection and launching fusion wear from Masabaland.

01.

Promotional Strategy

Design brief was to plan grid posts for garment promotions before the launch of new collection, Interactive stories and creating reels for social media. Also a look-book for upcoming festival.

Style Guide

A. GRID POSTS

Illustrative style guide can be created to give various options to consumer.

E.g. Get Masaba ready top to bottom/ New year new look.

Recollection of Memories

Taking viewers journey

-Modern contemporary outfits + Vintage elements.

A touch of nostalgia to regular days at home would create an interesting composition to attract viewers.

Grid Posts for new year.

Illustrations in Action As we enter the new year in pandemic, being indoor becomes challenging. It is now more than ever to find joy in the little things.

Indoor activities can be shown where certain elements can be shown in motion which creates soothing/ pleasing effect instead of static illustrations.

along

the

The process of print developing to actual creation can be shown in a manner that will take viewers along and make them witness the beautiful journey.

A gif could be made of a PRINT-line drawing to digital print/GARMENTshowing a print settling or taking a form of a garment.

A letter to self New beginnings is all about self affirmations and believing in universe.

IDEATING GRID PLAN Grid of 6

Close-up Campaign Image

GIF

Close-up Campaign Image

Illustration

Group Campaign Image

Illustration

Shortlisting Campaign Images

Shortlisting Outfits

As we were about to step into the new year, a concept of A letter to self was pitched as New beginnings is all about self affirmations and believing in universe.

Digital Rendering

Final GIF Frames

Keeping in mind the pandemic situation, illustrations were designed to promote - staying home, enjoying the little slow moments of life.

Digital Rendering

Final Grid

B. INTERACTIVE STORIES

Interactive Instagram Stories.

Virtual Edit The idea was to give away few outfit options for virtual parties/events/date night to choose from. All the outfits were shortlisted from sale from similar categories/looks.

A game of THIS or THAT was designed, the original prices was striked off by sale prices to gain more eyes.

Initial Template

FINAL OUTCOME

Total 27 similar creatives were made.

C. REELS To promote the new collection, reels were designed for the brand’s Instagram platform to showcase different outfits to catch more gaze and attention by exploring new Instagram features apart from posts and stories.

To promote the new collection, reels were designed for the brand’s Instagram.

Opening Frame

Reel to promote Summer Kaftans

To promote the new collection, reels were designed for the brand’s Instagram.

Opening Frame

Reel to promote Trackees

To promote the new collection, reels were designed for the brand’s Instagram.

Opening Frame

Reel for Summer Looks

D. LOOK BOOK Brief was to design a look-book for curated Eid looks to showcase new festive garments along with the prices to circulate online.

Excerpt from the look book

02.

Unlock Love Valentine’s Day

Theme for Valentine’s Day was Unlock Love. All the creatives were to be designed for Instagram keeping in mind the theme. Creatives for Wishing Post & Garment Promotion were in lined.

BRAINSTORMING

Outings/Virtual Dates

Gal Pals Celebrating Loved Ones

Valentine’s Day

Galentine’s

Gifting/Letters Unlocking New Outfits

A. GALENTINE’S

Galentine’s

Gal Pals Pitched the idea of having a fun time with girls for the month of Valentine’s as the brand caters mainly to women.

Designed an Ultimate checklist for GIRL’S NIGHT, BRUNCH & HOLIDAY. Curating full looks that includes outfit, accessories and a mask to go along.

Creative is to be Shown in a gif format where elements are revealed one by one and illustration remains at its place throughout in a grid of 3.

GIF Frames

Look 1 - Girl’s Night Feed Post

Look 2 - Brunch Feed Post

Look 3 - Holiday Feed Post

B. UNLOCKING OUTFITS

Unlocking New Outfits

Designing a puzzle like gif to give away outfit options on Valentine’s Day where the tiles opens up reveling an outfit to match the Unlock Love theme.

The tiles opens up like a puzzle and reveals the complete outfit in the end with text in center.

FINAL OUTCOME

GIF Frames

GIF - Feed Post Outfit 1

GIF - Feed Post Outfit 2

GIF - Feed Post Outfit 3

C. UNLOCK LOVE

Celebrating Love

Main creative for Valentine’s Day was to be made. As it is the time to express & celebrate love. Creative showcasing a couple spending quality time together with vibrant background and colors was designed keeping in-line the theme.

Creative to be designed in a gif format showing Sky lanterns moving towards the sky and text - unlock love appears.

GIF Frames

GIF Feed Post

03.

Trackees Launch

As New Trackee Collection was to be launched, Teaser creatives were planned to showcase the first glipse followed by the introductory creatives for the same.

BRAINSTORMING

Activites

Fashion + Comfort Athleisurewear Trackees

Relaxed Fit

Butter Soft Cool New Prints

A. TEASER VIDEO

Sneak Peak

As new Trackee Launch was planned on Women’s Day, a Teaser Video was to be designed. Trackee is all about casual comfort hence, keywords associated with it were to be made into Gif format for the first look of trackees with new prints KEYWORDS -Sweat -Run -Fly -Stretch -Just Be

Sweat

Run

Fly

Stretch

VARIATIONS

A. Frame animation with print borders and text in center.

B. Print layer appears and slides left revealing the text beneath.

C. Cover image with all four prints, later follows frame animation A.

D. Print appear first, followed by the text on horizontal stripe.

FINAL OUTCOME

GIF Frames

Teaser Video Feed Post

Story

B. INTRODUCING VARIATIONSVIDEO

Video Frames Outfit 1

Introductory Video Outfit 2

Story

Introductory Video Video Outfit 3

Story

Introductory Video Video Outfit 4

Story

Mother’s Day

04.

As Mother’s Day was around the corner, a sale was planned for Mother’s Day. Creatives for the same were to be made for the grid of 9.

A. SALE CREATIVES Sale was planned for Mother’s Day on Sarees, 20% discount was offered on the same. Creatives were made keeping in mind the sale details.

Final Sale Creatives

B. WISHING POSTS One of the idea was to showcase a child wanting to wish her mother by writing on the wall reflecting the innocence within. Another was to show a mother as a hero, multitasking yet number one mother.

Approved

Approved

Creative 1 Feed Post

Creative 2 Feed Post

Grid Planning

Final Grid

Festive Wishes

05.

Brand does not miss a chance to greet the audience on special occasions.

Wishing posts are designed in a manner that it showcases the prints in the best way possible.

A. REPUBLIC DAY

As India celebrates Republic day, I was to design a grid of 3 for the same keeping in mind the current pandemic situation. The sketch shows 2 people holding an Indian flag while maintaining social distancing.

Digital Rendering

Feed Post

B. VALENTINE’S DAY As Letters are a great way to express feelings to the loved one. Idea of a letter opening in a gif format was designed for Wishing Post.

GIF Frames

Story

C. WOMEN’S DAY For women’s day, a gif was designed showing women hi-five lifting the spirits of each other followed by the text ‘together we can’

GIF Frames

Wishing Post Feed Post

Story

D. HOLI Palm being one of the mascots of brand, holi creative was designed keeping in mind the palm print with vibrant colors for Holi.

Initial Creative

GIF Frames

FINAL OUTCOME Palm being one of the mascots of brand, holi creative was designed keeping in mind the palm print with vibrant colors for Holi.

Holi GIF Feed Post

E. EASTER For Easter major element was painted eggs which was shown with the prints in a gif format in a playful manner.

GIF Frames

Story

F. EID Brief was to create Eid wishing post. Two creatives were designed using important elements that resonates with the festival. Static post shows a girl praying before the meal wearing festive garments.

Static Feed Post

For gif, idea was to show the transition from dawn to dusk as it plays a vital role for the devotees.

GIF Frames

Final Grid

Conclusion Apart from the projects and deliverables, I worked on creating exhibitions/pop up invites, other grid posts to break the monotony and few other illustrations. Working at House of Masaba had been a great journey. It was a remote internship hence, it has it’s own pros and cons but the team made it easier by providing feedbacks and appreciations at times.

My role as a graphic design intern was to come up with creative and efficient ideas for social media.

Understanding the brand values and aesthetic was a crucial skill required to deliver the best creatives. The opportunity polished the software skills of Photoshop, InDesign and Illustrator. Also helped me develop an eye for Design and Visual communication.