Santape, Rudrani and Onkar, Prasad S
(2018)
Designing a Holistic Brand Experience
for revival of IKAT.
Masters thesis, Indian Institute of Technology hyderabad.
Abstract
The Indian fashion industry is one of the largest contributors to the country’s economy. It is
also the fastest growing export business in the country. Although still at its infancy it has a
great potential to make a mark on the world stage.
One of the major business accelerators for the fashion industry has been the internet and social
media. As it is rightly called the era of information, the way people share, consume and
perceive information has dynamically evolved within a short span of time. Talking about the
retail and fashion industries, the internet has not only opened up the global market but has also
served as a platform for digital advertising. Companies that adapted to these rapid changes
with brilliant tweaks in their marketing/advertising strategies have used the social media as a
cost effective and time efficient tool for their benefits.
Amidst all this chaotic evolution there were these sects of people who believed in
conventional or rather traditional ways of developing art who were the most affected. Having
stuck to their ancestral techniques of handicrafts and handlooms competing with
well-established power loom industries have posed several challenges to their livelihood.
Furthermore, owing to the fact that these artisans are technologically handicapped, they have
had no means to market their works on social media, let alone E-commerce websites.
This thesis work is an attempt to help one such weaver group based in Telangana, a cultural
state in India - that works on IKAT weaving techniques. The user group and their work was
closely studied to develop the branding for IKAT products. Lastly, the brand image developed
was made to fit into different advertising mediums.
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IITH Creators: |
IITH Creators | ORCiD |
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Onkar, Prasad S | http://orcid.org/0000-0003-1788-3826 |
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Item Type: |
Thesis
(Masters)
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Uncontrolled Keywords: |
Design, Brand Identity Experience |
Subjects: |
Arts > Design |
Divisions: |
Department of Design |
Depositing User: |
Team Library
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Date Deposited: |
26 Jul 2018 12:06 |
Last Modified: |
26 Jul 2018 12:06 |
URI: |
http://raiithold.iith.ac.in/id/eprint/4321 |
Publisher URL: |
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Related URLs: |
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