The Office of Development Commissioner for Handlooms, Government of India, Ministry of Textiles is searching for a PR agency for a 360 degree campaign for promoting hand-woven articles in international media under the “India Handloom‟ brand line. The initial engagement will be for one year.
The primary objective of said campaign is to develop a premium brand, promoting them as niche products based on high quality defect free, socially and environmentally compliant products.
They seek to portray the strengths of India Handlooms and hand wovens, highlighting the intrinsic craftsmanship and extraordinary skills. The campaign is intended to raise awareness – and revenues – of the Indian based weavers. India has a long tradition of excellence in making high quality handloom products with extraordinary skills and craftsmanship which are unparalleled in the world.
These products are considered to be symbolic of the Indian culture, tradition and civilization.
The program seeks to:
- Develop a premium brand for the India Handloom Products;
- Assure quality and reap the benefit of reputation of the India handlooms;
