F-15 (2nd Floor), Okhla Phase-1, New Delhi - 110020, India
Social Media Marketing case study
Kashmiri Kali: a Rakhi launch powered by a 26.6K-view creator collab
Kashmiri Kali sells hand-embroidered Aari and Tilla suits and kaftans as slow, wearable art. A premium label like that can't just shout discounts; it has to be discovered. For the Rakhi season we paired editorial brand storytelling with a creator collaboration that put the collection in front of far more people than the brand's own grid could reach.
Premium ethnic wear is a crowded, trust-driven category, and Rakhi is its busiest window. Kashmiri Kali had a beautiful product (suits and kaftans from ₹3,115 to ₹9,912 on kashmirikali.com), a new collection, Zariya, and an Instagram presence still finding its audience.
The brief: launch the Rakhi collection to new buyers without cheapening a label built on master-artisan craft, and tell the Kashmir story behind every stitch.
What we did
Creator reach plus editorial storytelling
A creator collaboration for reach, a festive offer for urgency and an editorial grid for desire.
01
Influencer collaboration
A co-authored Instagram Collab reel with creator @vidhi.bhargava_ ('STOP scrolling! Your Rakhi outfit is waiting for you'), featuring the kaftan and Muslin Silk suit and shown on both profiles.
02
Rakhi festive campaign
An 'August be Ready' teaser reel and the 'Rakhi Collection is LIVE' collab, followed by RAKHI20 creatives (an extra 20% off) for the Wadi Luxe Kaftan collection and Aari-work suits.
03
Zariya collection launch
A launch poster with the pink floral Kashmiri Kali wordmark: 'Presents New Collection: Zariya'.
04
Editorial visual identity
Models in red, black and cream embroidered suits against soft neutral interiors, moody black-and-white frames, and a palette of deep reds, maroons and gold.
05
Heritage storytelling
Dal Lake and Kashmir scenery posts and craft-led captions ('Draped in sunshine, rooted in heritage') sell the story behind the embroidery.
06
Scheduled publishing
A run of four posts (editorial looks and a Dal Lake story), produced together and auto-published at 6 PM IST on four consecutive days (14 to 17 August).
Content highlights
Craft, collab and Kashmir
Four posts from the Rakhi season, with public numbers where they are shown.
Instagram built from the ground up for a Vedic Vastu and numerology consultant: a signature podcast-clip reel format, myth-busting hooks and festive Vastu tips.
OutcomeTop podcast-clip reel hit 462 views; 11 of the 12 latest posts are reels, published about 4 to 5 times a week.
Launch campaign and content engine for a new kulhad-chai café at Gaur City Centre: the launch announcement, a priced menu carousel, food reels and festive posts.
OutcomeA full outlet-launch campaign on Instagram: 10 reels in five weeks, led by the KitKat Shake and "naya adda" reels at 173 and 172 views.
A reels-first Instagram for a sportswear brand making activewear since 1991: product-feature reels for polos, tees and cargos, festive posts with a sports angle and a polished brand look.
Outcome11 product, lifestyle and festive reels in 24 days, every one in the same red-logo, teal-and-black brand look.
