Audience Reached
Reel Plays
Engagement Rate
Email Open Rate
About The Project
About The Project
Rhoda was a Valentine’s collection launch I worked on at Okhai, a sustainable fashion brand from the Tata Group, one of India’s largest conglomerates, rooted in Indian craft and rural women artisan communities. Taking its name from the Rhododendron tree, the collection had a floral, delicate, and fairytale-like mood. Since it was not as traditionally Indian as the styles that usually perform strongly in the market, the positioning became especially importantsince the challenge was to make the collection feel fresh and emotional, while still staying true to Okhai’s craft-led identity.
What I did
What I did
My role was to position Rhoda as more than a Valentine’s collection. To make it connect with Okhai’s audience, we grounded the campaign in familiar emotions instead of focusing only on the design. Since Rhoda already had a floral, fairytale-like mood, I leaned into a softer version of romance: blooming flowers, countryside stillness, delicate styling, and the feeling of dressing for yourself. I worked on the shoot moodboard, location, styling direction, and overall visual mood to make the collection feel like it belonged to a small whimsical world. The setting, colours, poses, and styling were chosen to make the pieces feel dreamy and personal. For the launch, I carried this mood across website banners, social media content, WhatsApp creatives, and email communication. I also created campaign content myself through video editing, reel formatting, captions, and platform-ready creatives. Throughout the campaign, my focus was to make the collection feel desirable and easy to connect with, while keeping Okhai’s craft, handmade details, and maker’s story at the centre.
About The Project
About The Project
Rhoda was a Valentine’s collection launch I worked on at Okhai, a sustainable fashion brand from the Tata Group, one of India’s largest conglomerates, rooted in Indian craft and rural women artisan communities. Taking its name from the Rhododendron tree, the collection had a floral, delicate, and fairytale-like mood. Since it was not as traditionally Indian as the styles that usually perform strongly in the market, the positioning became especially importantsince the challenge was to make the collection feel fresh and emotional, while still staying true to Okhai’s craft-led identity.
What I Did
What I Did
My role was to position Rhoda as more than a Valentine’s collection. To make it connect with Okhai’s audience, we grounded the campaign in familiar emotions instead of focusing only on the design. Since Rhoda already had a floral, fairytale-like mood, I leaned into a softer version of romance: blooming flowers, countryside stillness, delicate styling, and the feeling of dressing for yourself. I worked on the shoot moodboard, location, styling direction, and overall visual mood to make the collection feel like it belonged to a small whimsical world. The setting, colours, poses, and styling were chosen to make the pieces feel dreamy and personal. For the launch, I carried this mood across website banners, social media content, WhatsApp creatives, and email communication. I also created campaign content myself through video editing, reel formatting, captions, and platform-ready creatives. Throughout the campaign, my focus was to make the collection feel desirable and easy to connect with, while keeping Okhai’s craft, handmade details, and maker’s story at the centre.
A FEW HIGHLIGHTS
Audience Reached
Reel Plays
Engagement Rate
Email Open Rate
A FEW HIGHLIGHTS