Mumbai: LNJ Bhilwara Group's flagship company RSWM recently unveiled its new digital campaign, "For All Reasons, For All Seasons," celebrating over sixty years of enriching Indian lives through quality textiles. This initiative highlights the deep emotional connections woven into the fabric of everyday experiences, showcasing how RSWM's yarns and fabrics have been a trusted companion through various life stages. The campaign features a poignant short film that captures the essence of these moments, from a baby's first steps to a soldier's bravery, emphasising the craftsmanship and dedication behind every thread.
Indiantelevision.com’s Arth Chakraborty caught up with RSWM’s joint managing director B.M. Sharma to discuss the primary objectives of the campaign, the creative process behind the film, the subtle promotion of RSWM's products and more…
Edited Excerpts:
On the primary objectives behind launching the ‘For All Reasons, For All Seasons’ campaign, and its alignment with RSWM's legacy and vision for the future
With this new campaign ‘For All Reasons, For All Seasons’, our aim was to celebrate RSWM's 60-year journey and weave a stronger emotional tapestry with our customers. Our primary objective was to paint a vivid picture of how our brand has been a faithful companion through life's myriad seasons, adapting to changing trends while staying true to our core values.
This campaign isn't just about showcasing products; it's about highlighting the human connections we've fostered over six decades. Picture a warm, familiar presence that's been there for every milestone, every celebration, every quiet moment - that's the RSWM story we're telling. As we unfold this narrative, we're also creating a sense of anticipation for what's next to come. Our goal is to position RSWM not just as a manufacturer, but as a trusted companion on our customers' journeys. This approach bridges our rich legacy with our vision for the future, reflecting our commitment to innovation and customer-centric values.
On the creative process behind the campaign's film, and the significance of highlighting different stages of life through RSWM's fabrics
The creative process behind our campaign's film was truly a journey through emotions and time. We wanted to capture the essence of RSWM's six-decade presence in people's lives, showing how we've been there, like an invisible friend, through every stage and season. In a country where almost every festival is associated with clothing, as a manufacturer we have been part of every household witnessing their lives closely. Our film takes viewers on a journey through sixty years of moments - joys, sorrows, triumphs, and challenges. By featuring our fabrics in various life stages, from newborns to grandparents, we're telling a story of resilience, innovation, and trust.
The significance of this approach is to show that RSWM is more than just a brand - we're a companion and confidante. Our fabrics have been there for the first days at school, graduations, and countless other milestones. We've adapted to changing trends while remaining a constant presence in homes, hearts, and hopes.
This campaign isn't just about our products; it's about the stories woven into every thread. It's our way of saying we've been there, unseen but ever-present, for all seasons and all reasons, and we'll continue to be part of people's life stories for generations to come.
On the subtle approach to promoting RSWM's products in the campaign, and believing it enhances the viewer's connection with the brand
In crafting our campaign, we made a deliberate choice to use thread as a 'sutradhar' or storyteller, rather than focusing on the product itself. This subtle approach was key to creating a deeper, more emotional connection with our audience. Instead of highlighting the features, functions, or USPs of our threads, we chose to showcase their applications and the emotional resonance they have with our target group. This strategy allows viewers to see beyond the physical product and connect with the role RSWM plays in their lives.
By weaving our threads into various life moments and stages, we're demonstrating that these are threads you can trust for quality. They're not just materials; they're part of your life story. What's interesting about this approach is its versatility. At first glance, many might perceive it as a B2C video. However, if you look closer, you'll realize that it resonates at multiple levels - B2B, B2C, and even B2I.
We believe this approach creates a more lasting impression and stronger brand loyalty. It's not just about what we sell, but about how we've been a part of people's lives across generations. This emotional connection, we feel, is far more powerful than any product feature could be.
On the production process of the campaign film and the steps taken to ensure that the visuals and narratives effectively conveyed the campaign's message
The production process for our campaign film was an exciting journey that began with a powerful script. The narrator's voice instantly connected with our vision of telling an untold story. We presented this challenge to our production house, aiming to create something impactful without relying on celebrity endorsements. Casting was a crucial part of the process. We wanted to showcase the strength of our idea through talented, actors. It was a meticulous process - we filtered through 150 actors to find our final cast of 35, ensuring each could effectively convey the emotion and authenticity we needed. For shooting this video, we covered seven locations and 18 sequences in a hectic seven-day schedule, totaling over 80 hours of shoot time. Despite working with a conservative budget, everyone involved was so excited about the idea that they gave their 100 per cent. We paid attention to every detail to ensure our visuals and narratives effectively conveyed the campaign's message.
To ensure our visuals and narratives effectively conveyed the campaign's message, we paid attention to every detail. For instance, the music, which plays a crucial role in connecting with the audience, was originally composed in Rajasthani as a nod to our brand's origins. However, we later re-recorded it in Punjabi for broader mass appeal. The music became an unseen hero of our campaign, instantly resonating with viewers. Throughout the production, our focus was on creating authentic, relatable scenes that would showcase how RSWM has been woven into the fabric of people's lives across generations. By combining compelling visuals, emotive performances, and a carefully crafted narrative, we were able to effectively convey our campaign's message of being there ‘For All Reasons, For All Seasons’.
On the digital marketing strategy for the campaign, and your plan to engage both long-time customers and a new generation of consumers through this approach
Our marketing strategy for this campaign was designed to be digital-first, aiming to engage both our long-time customers and a new generation of consumers. We focused on targeting only audience with relation to or with interest in the textile industry in our key cities across the nation. The objective of the campaign was creating high-quality, emotionally resonant content that could be shared across multiple digital platforms. Our main strategies included leveraging YouTube for video content, utilizing social media platforms for wider reach and engagement, and optimizing our website to handle increased traffic.
In terms of brand awareness, we've seen significant improvements. Our campaign reached three million people, garnered one million views on YouTube in just three weeks, and led to a 34 per cent increase in branded keyword searches. This increased visibility has helped us connect with a wider audience, including younger consumers who are primarily active on digital platforms. The engagement has been exceptional, with over three lakh engagements on social media. The campaign's success is also reflected in our website traffic and overall brand sentiment. We experienced 190 per cent increase in users and sessions. This indicates that both our existing customers and new potential consumers are showing increased interest in our brand. Our engagement strategy focused on encouraging interaction across all platforms. For a brand doing this kind of campaign for the first time, these results are hugely encouraging and validate our digital-first approach.
