Namo Saree and the Million Impression Tweet
Political promotional material is not a new thing in our nation, specially southern state are very famous for doling out political branded dhotis, sarees during election campaign. But it was perhaps the first time our design team from Uniform Sarees Corp. thought of doing something different.
Brainstorming over Namo Saree
The brief was not very clear, there was indeed an euphoria for a change and everyone was ecstatic in the team for coming up with something different, there was no specific order but given this Internet era, a will of doing something different was there. Our design head and the team started talking about various options and things were coming down to a stall or a dupatta kind of thing, but then it was looking very basic.
After some long session over lots of coffee it was decided to go with a saree in BJP flags color and later on looking at the popularity of Narendra Modi, it was decided to put a pic of him in the saree’s body along with some popular quotes, initial sketches were discussed, few raw samples were done and final product looks very peppy.
Production and the final result
We had decided pretty late about going into it and there was no specific order for it, and this whole exercise was just a kind of tribute to the huge change our nation was witnessing as far as political canvas is considered. The election campaign of 2014 was in full swing, the call of “Abki Baar 400 paar” was the anthem of BJP supporter. We chose a good quality soft georgette fabrics which is acceptable to pan Indian women, being a high quality fabrics, the color were looking very bright and the face of Narendra Modi appeared so good on it. Once the final product was out from the factory, we all decided to make a Salwar Kameez too out of it, so that the younger people can also wear it, if they do not prefer to wear a saree.
As we launched the Saree on our online portal, we were unsure how deep will be the reach, one of our marketing intern sent out a tweet from our CEO’s account, and it caught the eye of famous panelist on TimeNow and other news channel also a renowned scientist Mr Anand Ranganathan, popularly knows as Ranga Sir on twitter, he appreciated the Saree and Retweeted it from his handle @Aranganathan72 and in an hour or so the tweet received a million impressions.
This story was later on picked up by many main stream media outlet and was discussed a lot, but what matter to our team is that we were able to make a product which changed the narrative of Political promotional items.