Colours of India (COI) was inspired by the desire to empower women. At the heart of this brand is a group of marginalised women turned artisans who produced exquisitely designed handcrafted women’s apparel and accessories.
The brand provided free programmes like tailoring, language and personal development classes. The women were taught how to produce hand-crafted items from recyclable goods and leftover fabric.
Colours of India (COI) was an NGO brand based in Malaysia and Mumbai. It was a new brand, fresh-faced and established in 2014. It was rare, at that time, to have an NGO in Malaysia that was championing products made from cotton that originated from India. In addition, it held a very special meaning because the fabrics were made by women artisans from impoverished backgrounds. The clothes were designed by young designers from Mumbai, and concurrently the brand also had a training centre in the slums of Bandra, working with women artisans.
One of COI’s primary mission was to reach out to and empower as many women as it possibly could. The PR challenge was to create an awareness of the brand that would influence and support its sales growth.
Created the logo, an empowering representation of the brand.
Created a brand insight and vision by bringing to the fore stories of women artisans who were given training, thus enabling them to secure financial independence through assisted career opportunities and work placement.
Created a brand deck that would provide the basis for corporate and media referencing and the development of the website. The brand deck was an insightful reference for COI’s collaborative partners. It was successful in attracting potential partners which included the National University of Malaysia (UKM), Kotak Education Foundation (Mumbai) and Magic Bus Social Enterprise (Mumbai). The deck also provided factual information for media coverage in London, Mumbai and Malaysia.
Engaged audiences in Malaysia and within the region. In sharing the uniqueness of the brand through effective online platforms, the brand rapidly gained momentum, enabling it to reach audiences in Malaysia and beyond.
The brand continued to gain momentum and media coverage. COI received significant brand coverage in Malaysian and international media, garnering cover story features in The Star, BBC Radio, and in blogs in London and Mumbai.
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