Craftsvilla.com celebrates Indian womanhood

The online shopping store for ethnic products Craftsvilla.com, has released a new campaign titled Mere Hazaron Rang which celebrates the spirit of the Indian woman who is fearless, different, and is special.

The campaign, conceptualised and executed by Shortfilmwala, is an ode to the versatility of Indian women and salutes their free spirit. The video features Miss India finalist Dimple Paul, who travels through different parts of the country, doing things that one would not ideally expect from a single Indian woman traveller.

The video plays alongside a poem penned by Tripurari Kumar Sharma, and portrays the various shades of a woman's personality, and how she manages each with equal ease. Aruna Jade of the musical collective Aflatunes has lent her voice as well as composed the music for the video.

Commenting on the campaign, Monica Gupta, co-founder, Craftsvilla.com, says, "Women have long been stereotyped as followers. We wanted to take this opportunity to celebrate the power she commands. Our video celebrates the resilient Indian woman who has the courage to step out of the shadows and lead the way."

The campaign has been released digitally and will also be released as a TVC during International Women's Day. Craftsvilla.com, with the help of this campaign, aims to reach out to each and every woman in the country in order to introduce its offering of ethnic apparels.

The online shopping store is known for its women-centric quirky ads. It's previous campaign 'Yaad Reh Jayge', similarly showcased the beauty of Indian women in Craftsvilla's range of ethnic collection playing on the tracks of 'Aaj Jane Ki Zidd Na Karo', the well-known ghazal written by the poet Fayyaz Hashmi, and sung by Pakistani classical singer Farida Khanum.

Founded in 2011 by Manoj Gupta and Monica Gupta, Mumbai-based Craftsvilla is an online shopping store for sarees, salwar suits, lehengas, jewellery, home decor and other ethnic products. The main aim of the company is to draw the Indian society back to its roots with regard to clothing and help it discover its ethnic legacy. With over 25,000 sellers from across India, Craftsvilla.com has products online across different categories. The company is funded by venture capital funds including Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners, Global Founders Capital and Apoletto.