MUMBAI: Online ethnic store Craftvilla has launched an integrated campaign that will help the brand make inroads into India’s e-commerce business with its specialist offering of ethnic apparels and products.

Conceptualised and executed by Leo Burnett India, the campaign puts Indian women at the centre and demonstrates how stunning they look with Craftsvilla’s range of ethnic collection.

Directed by fashion photographer Bharat Sikka, the film features models like Kanishta Dhankar, Smita Lasrado, Katheleno Kenze, Nidhi Sunil, and Monica Thomas in a truly Indian avatar. The track Aaj Jane Ki Zidd Na Karo written by poet Fayyaz Hashmi and sung by Pakistani classical singer Farida Khanum, plays in the background.

Craftsvilla managing director Manoj Gupta said, “Craftsvilla offers more than two million ethnic products through 20,000 registered artisans and designers. We are one of the fastest growing top five e-commerce company in India right now. We believe we have an uncommon journey compared to other e-commerce companies and we were looking to bring that unique Craftsvilla ethos out through an uncommon creative. We believe this creative will not only be talked about in India but globally as one of the best in the world. We are fortunate to have partnered with Leo Burnett and Bharat Sikka who have put their heart in to build something so beautiful the world will remember.”

Leo Burnett India chief creative officer Raj Deepak Das added, “The strongest measure of chemistry between two strangers is when it is devoid of words. A glimpse, a smile or even an eye-contact can sometimes create a memory for a lifetime. We used this ladder for Craftsvilla.com, India’s largest ethnic online store. In the process trying to make ethnic cool. The soundtrack Aaj Jane Ki Zidd Na Karo lifts the overall mood of the campaign and lends a feeling of grace to it.”