Paithani Silk Sarees
The Paithani saree is a traditional Maharashtrian silk saree pattern which comprises of gold threads and yarns of silk spun in a 2000-year old traditional method. It’s a statement of elegance and royalty. Paithani sarees are traditionally the natural choice of the brides in Maharastrian weddings and are preferred for special occasions.
Creative Brief
Product / Service: Paithani – silk woven sarees
Objective: Create awareness and increase popularity of ‘Paithani’ amongst Indians, not only in Maharashtra but also elsewhere
Features:
Silk woven, Gold thread, Bright colours, Typical designs on border and pallu - lotus, swans, flowering vines, peacocks, parrots, grandeur
Target Audience:
General: Women in the age from 21 to 60.
Specific: Nirali is a 29-year-old Indian woman, native from Uttarakhand. She is a business consultant in Delhi. She is a people’s person and values her family and relationships. She is an emotional person and is sensitive to little pleasures in life. She loves to experiment and try out different things but will not compromise on quality. She is well off financially and is ready to spend on something she really likes. She has recently got engaged and is exploring options for her wedding outfit.
Consumer Insight: Wearing a saree makes a woman feel beautiful and confident
Proposition: Paithani will make you feel special
Tone of Voice: Warm, Comforting
Brand personality: Royal, Elegant, Traditional, Trustworthy,
Brand Identity
The visual identity for Paithani reflects elegance, simplicity, and royalty. Peacock being most favoured motif in a Paithani saree was chosen for the visual symbol. The visual appears to take the form of the alphabet 'P', resembling Paithani.
Colour guide: The coloured logo variant should be used in places where there is white or off-white background.
In cases where the background is coloured, white logo variant should be used.
Saree tags
Print Ads
TVC Scripts
#1: The Bride
It is Priyal’s wedding. The wedding hall is profusely lit up, decorated with flowers and confetti. It is filled with guests all dressed up, talking to each other, some kids are running around the place and a lot of commotion. There is a faint music of the shehnai playing in the background. Priyal is surrounded by her relatives, she is seen making a conversation with them, smiling occasionally.
F-VO : “I have waited for this day so long, rehearsed it over and over in my head”
Suddenly, she catches glimpse of the Punditji who is preparing to start the rituals. The smile on Priyal’s face face vanishes and she is tensed.
F-VO : “..that I don’t know if it’s real..”
“Haan, I’ll come in two..” she excuses herself and runs away to the dressing room. To Priyal’s relief, there isn’t anyone in the dressing room and she closes the door behind her. The noise and commotion around her tone down. Priyal is nervous, she paces the room and twitches her fingers.
F-VO : “..even now when it’s actually happening ”
She takes a deep breath and closes her eyes. And slowly opens them. She sees her reflection in the mirror, glancing from the neatly placed pleats to her pallu.
F-VO : “Wow, is it really me? ”
Her glance reaches her eye in the reflection. And she smiles, confidently.
F-VO : “Of course ”
She winks at her reflection and walks off confidently, opening the door to the commotion of the wedding hall.
A-M VO: The Maharastrian Paithani saree. Silk gold woven dreams in two thousand year old tradition. A statement of royalty and elegance.
[Brand placement]: Paithani.
#2: The bride’s mother
It is Priyals’s wedding. The wedding hall is profusely lit up, decorated with flowers and confetti. It is filled with guests all dressed up and some kids are running around the place. There is a faint music of the shehnai playing in the background.
Priyal’s mother is talking to the Pundit and asking if he needs anything else. She finishes up her conversation with the Pundit and starts looking for Priyal. Glancing across the hall, she spots Priyal coming out of the dressing room, draped in a Paithani saree, smiling confidently.
F-VO : “I can’t believe it’s my bachha’s wedding. Wasn’t she a little girl till just yesterday?”
Mother remembers little Priyal, 6 year old, clumsily dressed up in a saree, lifting herself up on her feet to try to reach the top drawer for a box of bangles in the almari, struggling to hold her saree.
Mother goes near Priyal to say something but before she speaks, Priyal scolds her lovingly
“When will you learn to take care of yourself Mama!”F2-VO:
Priyal adjusts her mother’s pallu and straightens the pleats and then faces her to check if her mothers eye make up is okay. Mother smiles, nods her head, takes some Kajal from her eye and places a dot behind her ear.
F-VO : “She has definitely grown up to be like her Mama. I’m so proud!”
A-M VO : The Maharastrian Paithani saree. Silk gold woven dreams in two-thousand-year-old tradition. A statement of royalty and elegance.
[Brand placement]: Paithani
#3: The groom
It is Priyals’s wedding. The wedding hall is profusely lit up, decorated with flowers and confetti. It is filled with guests. There is a faint music of the shehnai playing in the background.
The groom’s parents along with the groom is sitting with the Pundit to perform the rituals. The groom looks up to see his would-be wife slowly descending the stairs. The bride is dressed in a bright yellow Paithani, her face glowing.
The groom is awestruck and can’t help admiring her grace and beauty.
M-VO: “Is she walking or floating? How can she be so calm? So composed? Where does she get that soft rhythm from?”
The bride looks up and meets his gaze. She blushes and smiles.
M-VO: “I can’t tell how happy I am to be with her”
A-M VO: The Maharastrian Paithani saree. Silk gold woven dreams in two-thousand-year-old tradition. A statement of royalty and elegance.
[Brand placement]: Paithani.
#4: The bride’s grandmother
It is Priyals’s wedding. The wedding hall is profusely lit up, decorated with flowers and confetti. It is filled with guests all dressed up, some sitting to witness the wedding while others are talking to each other. There is a faint music of the shehnai playing in the background.
The grandmother, wearing a Paithani saree, is sitting in the front row. While none of the guests are paying attention to the rituals, the grandmother is keenly interested in them.
The bride, while she is in between the rituals, shares a look with her and smiles.
F-VO: “I have lost count of how many times I have sat in a wedding. But this time it’s special since it’s my granddaughter’s.”
The bride, also draped in a Paithani saree, bends down to seek the grandmother’s blessings and kisses her on the cheek. The grandmother is overwhelmed and tears well up in her eyes. The bride notices that, wipes away the tear and cries “It doesn’t suit you grandma!’ while she hugs her grandmother. The grandmother spots the little black dot placed carefully behind her ear and grins.
F-VO: “It’s funny how you follow traditions, some blindly, some willingly.”
The A-M VO: Maharastrian Paithani saree. Silk gold woven dreams in two-thousand-year-old tradition. A statement of royalty and elegance.
[Brand placement]: Paithani.
© 2017 Sanhita Sahasrabudhe
All rights reserved. No part of this project may be reproduced, distributed,
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