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Branding & StrategyJaipur
Jaipur Rugs, through N.K. Chaudhary, was born from an idea to introduce the talents of weavers in India to people all over the globe, not only selling beautiful traditional rugs, but also modern, transitional, and natural collections that fit into today’s lifestyles and furniture trends. Today, Jaipur’s intriguing rugs can be found in some of the best home furnishings and rug retailers around the world.
Jaipur desired a complete metamorphosis. Rebranding was just the beginning. Jola Interactive was able to give Jaipur the makeover necessary to present Jaipur with a new elevated, aspirational feel. Just as importantly, it wanted to separate itself from other rug companies by presenting itself as a brand that related to the consumer’s lifestyle, and not “just another company that sells pretty rugs”.
Jola Interactive first developed the “simple sell” that clearly defines the company in a unique way, also giving it a point of difference that makes them a leader in what they do best, which is to creating rugs that fit today’s evolving lifestyles. Their simple sell is “Every Rug a story”, from which was born the tag line “Can’t take your eyes of Jaipur”. Once the simple sell was developed, we then translated this into a campaign that clearly presented their point of difference and included:
- Trade catalog that won the 2010 GDA Graphic Design Award.
- Advertising Campaign for trade and consumer publications.
- Tradeshow Marketing including: “Freeze Models” hired to perform in Jaipur’s Vegas and Highpoint Markets, generating considerable interest, and a substantial increase in traffic to their showrooms. They utilized their new ad campaign inside and outside their showrooms, including elevator door graphics.
- Created a Retail Partnership Program that includes: Hangtags, rug labels, advertising materials for retail use, direct mail templates for retailers, a consumer “look book”, email templates for retailers and an advertising co-op program.
- Key Account Sales Presentation.
- Business to business web site.
Jola’s help throughout with tradeshow marketing, a co-op program, and a compelling ad campaign has helped Jaipur with increased traffic, high visibility, and growing intense interest. Jola Interactive’s aggressive marketing program has made Jaipur even more accessible to the global village that Jaipur is so interested in helping and contributing to.