Tuesday, June 2, 2009


RMKV, a retail outlet in Chennai, South India, had come up with an innovative marketing campaign a couple of years back, when one of the top movie couples, Jyotika and Surya, got married. There was a contest to select the colour of Jyotika's wedding saree! Every colour selected by the respondents was available in the range launched by the saree house which had 50,000 colours on offer.Given the demi-god status movie stars command and the huge fan following they have, it was a huge hit. The campaign also stayed focused on the product, which was the saree and the range available!The agency was MUDRA.This won a gold from New York Festival for advertising and marketing effectiveness. The team behind this campaign included Jagdeesh Acharya ( who now has set up his own ad agency, Rajendran Nair who is with RKSwamy, Pavi Krishnan and Zackaria Abraham.

This time around Chennai Silks has come out with a Rs 45lakh saree ($100,000). This Silk Sari will certainly make it to the Guiness Book of Records and this means a great PR opportunity...

The exceptionally stunning saree is meticulously woven with 12 precious stones and metals to depict 11 of Raja Ravi Verma's popular paintings. Explicitly projected is
'Lady Musicians', one of the painter's very famous works that displays women belonging to diverse cultural backgrounds.

Besides, the border of the saree pictures 10 other paintings of the artist that pays tribute to 20th century artist. The best part of the saree being that the women in the paintings are intricately hand-woven and beautified with jewels of gold, diamond, platinum, silver, ruby, emerald, yellow sapphire, sapphire, cat's eye, topaz, pearl and corals.

Already in the Limca Book of Records, this 40 lakh saree will be the first silk saree that required the use of 7,440 jacquard hooks and 66,794 cards during the weaving process. Moreover, a group of consummate workers took nearly 4,680 hours.
The fact that "Rang Rasiya" a movie on the painter is soon to hit the marquee will not hurt either!!

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