As a craft-led brand, Dhoop was looking at creating a space for itself in the then-upcoming sustainable market. The challenge was to educate the influencers and target audiences about the story of the crafts and the products. To achieve that, we implemented an interactive approach to the communication strategy. One that offered unique brand experiences.

Avatar was an in-store event that invited the press to explore the journey of a handcrafted product by enlivening mundane objects. We asked the editors and journalists to first pick an object from Dhoop’s raw material pool (bamboo, pebbles, glass bottles, wooden bark, cutting chai glasses, metal wire and block printing blocks) and later join us at the store to view the transformed product over herbal tea and cookies. This concept was well-appreciated by the then Good Homes Editor Ronitaa Italia Dhanu (currently Editor Elle Décor) among other press members. The event was also covered by Mint Lounge, The Ideal Home and Garden, Mid-Day and more…