Sanganer in Rajasthan is a town known for the origination of the hand-block printing technique, Sanganeri. A hub of craft workshops, the local artisans don’t just carve delicate patterns on wooden blocks but, an emotion. An emotion that has been passed on from one generation to another to keep this historic and culturally rich art form, alive.
Exploring this 500-year-old art with a contemporary take is ITC Wills Lifestyle with its #InLoveWithSanganer collection .
Wills Lifestyle collaborated with Radhika Apte and lifestyle influencers like Sarang Patil, Riaan George, Varun Verma, and Manav Chhabra for the collection. The brand leveraged digital media platforms to build salience for the collection and tell the story of Sanganer.
The campaign #InLoveWithSanganer was conceptualized and executed by ITC Wills Lifestyle's digital marketing agency, Social Kinnect's Delhi team. Together, Wills Lifestyle and Social Kinnect took a unique story-telling approach on social media to interact with their audience.