Gul Jaipur
Crafting Connection: Revitalizing Gul’s Digital Landscape
Tanya Setia, the founder of Gul set out to find a modern solution to the modern problems faced by women in age-old traditions and customs, leading to the birth of ‘Gul’ – coined from the word ‘Rose.’
With a clear vision to empower marginalized and rural women, in 2022 Gul set out to create an exclusive range of gifting products for the global urban consumer.
It created a space for rural, marginalized women to showcase their craftsmanship, and preserve their culture while embracing modernity while standing on their own feet.
Every modern business needs to establish a digital presence; Digiscrew found its groove with Gul, helping the brand establish and grow in the digital realm.
Digiscrew’s founder, Pragya, helped construct and maintain the brand’s presence and identity digitally while keeping in mind their core values and vision.
From tailoring Gul’s social media practices to resonate with their core audience, to developing web designs, campaigns, and photoshoots in line with the brand’s philosophy, Digiscrew’s partnership with Gul has helped the brand connect with their core audience.
Social Media
At the heart of Gul’s vision and mission is Women Empowerment, evident in the brand’s social media presence. Digiscrew worked closely with Gul to bring out its feminine aesthetic while crafting a visual narrative that resonated with the brand’s positioning and values.
Gul is a platform for rural women from low and medium-income backgrounds to portray their artistry and craftsmanship by curating modern products. Through social media, we partnered with Gul for apt feed planning and giving their key audiences glimpses of the grassroots progress. This strategy bridged the gap between urban consumers and grassroots producers, fostering a deeper connection with Gul’s unique products, and eventually driving engagement from the audience for every campaign.
Periodical use of meaningful messaging helped us create the right curiosity about Gul’s empowering business model, slowly tilting the perception of the brand to its social impact.
Gul Website Design
The primary goal of Gul’s website design was to make the visitor explore the world Gul has created. It exudes vibrance and imbibes the essence of the brand with hand-drawn illustrations, concise messaging, and cherry-picked photography.
By narrating the brand’s story and the story behind each product seamlessly on Gul’s website, we’re essentially providing a cohesive and engaging experience for the consumer. This storytelling approach allows the consumer to understand the ethos behind the brand and the thought process that went into creating each product.
Imagine visiting Gul’s website and being taken on a journey where you not only see the products but also learn about the brand’s history, its core values, the people behind it, and the inspiration behind each creation. This immersive experience fosters a deeper connection between the consumer and the brand, making them feel like they’re part of something meaningful rather than just making a transaction.
Weaving Successful Campaigns
Curating and creating campaigns for Gul was a thrilling end-to-end experience for Digiscrew. Be it Guldasta, Gulbasta or Jashn-e-Gul, from conceptualization, ideation for campaign names and social media hype to photoshoots – every detail is built synonymously with the brand’s intended message – empowerment for rural, women artisans.
Digiscrew has partnered with Gul over the past two years to develop and execute digital campaigns and scale business!