The Indian Motif, Bangalore

Brand differentiators for unique positioning and content efficacy of the e-commerce store

In a nutshell


Ethnic Fashion







Brand Positioning | Brand Differentiators | Business Insights | Creative Content | Content Productization | Ad Content

Content Assets

Brand Differentiators | Creative Score-card | Content Productization | Keyword Targetting | Ad Optimization

Brand Assets

Brand Positioning | Brand Differentiators | MOAT Identification | Top of Mind Recall

Marketing Model

Henry Assael's Consumer Buying Behaviour Model

The Indian Motif is a leading ethnic fashion store for women, offering hand-woven, handcrafted sarees in silk and cotton, sourced from selected weaving clusters. The business strives to be an enabler in creating awareness and promoting products, delivering sustainable demand for handwoven and handcrafted fabrics. It has both online and offline stores and is headquartered in Bangalore.

Business Requirement

The business objective included the entire marketing funnel – creating a unique brand positioning, enhancing brand awareness and reach, conveying the marketing propositions, resulting in brand consideration.

Brand Differentiation & Content Productization

The brand differentiators were established and the marketing propositions identified suitably. This was incorporated in the creative and ad content, with a clear promise using content productization.

Our Content Marketing Goal

Digital customer acquisitions is the over-riding objective of the engagement. It was imperative that the business is positioned as being classy, customer-friendly yet unique, while offering a distinct range of fashion products. The marketing strategy sought to present the differentiated offering with relevant branded content.

Content Research and Content Creation

Content productization and keyword targetting was a key requirement in this project. The content was optimized for each ad format, be it Google ad campaign or facebook ad campaign.
The content created was designed to accentuate the brand purpose as celebration of Indian fashion with hand-woven ethnic sarees, in unique Indian motifs.

Marketing Model applied for Productization

The target audience comprises of women who aspire to increase the fashion quotient and is willing to invest in ethnic, sustainable fashion. B2C marketing and lifetsyle category dictated that that Henry Assael model of consumer buying behaviour was appropriate, with axes as buyer involvement and difference among brands.

Marketing Propositions

The key brand and category differentiators were identified after thorough discussions, vetting and analysis. This included product-based and customer-based differentiators. Subsequently, this was ranked in terms of customer acceptance and communication efficacy. Thereafter each campaign carried these distinct marketing elements with a clear claim and sharp communication.

Aiding the Purchase Behavior

The task involved creating a niche for the product in the online marketplace with ads which sell and aid conversions. This necessitated increasing the involvement of the customer in the category. Towards this end, abundant yet specific information, with credible claims, was sought to be furnished.

Heritage Branding

This buttressed the product lineage and superiority further enhancing the brand equity and product story-telling. The major propositions included authentic handwoven sarees which are weaver sourced, special collection sourced from more than thirty weaving clusters.

New Website Launch

28 Dec 2022

Unveiling by

Liudmyla Glashchenko

Design Head - Sutra Consulting