Swapnagandha Collection – Sponsorship of Priya Bhai Ek Kavita Havi Aahe Play in Pune
March 17, 2025 2025-03-19 9:12Swapnagandha Collection – Sponsorship of Priya Bhai Ek Kavita Havi Aahe Play in Pune
Swapnagandha Collection – Sponsorship of Priya Bhai Ek Kavita Havi Aahe Play in Pune
Client Overview
Swapnagandha Collection, founded by Rujuta Gokhale in 2018, is a fashion brand based in Pune that offers a wide range of stylish, high-quality apparel and accessories, with a special focus on Paithani sarees. The brand has built a loyal following by catering to working women and celebrating their contributions across various professions. With a strong commitment to excellent customer service, quick order processing, and social responsibility, Swapnagandha Collection aims to empower women by offering them clothing that not only reflects their style but also honors their role in society.
Objective
Swapnagandha Collection sought to increase its brand visibility, foster deeper connections with its audience, and drive sales. With the competitive market for traditional and ethnic wear & accessories, the challenge was to differentiate the brand while staying true to its community-oriented values, particularly celebrating working women and their diverse roles in society.
Strategy
To achieve these goals, we at Creative Splash recommended that Swapnagandha should sponsor a significant local cultural event, the play Priya Bhai Ek Kavita Havi Aahe. This play was particularly special as it marked one of the final performances of the natak, adding emotional and nostalgic value to the sponsorship. We saw this as a unique opportunity for Swapnagandha to connect with an audience that appreciates cultural experiences, while also aligning the brand with an event that celebrates the contributions of individuals in society. This strategy allowed Swapnagandha to build a deeper connection with the local community and enhance its brand visibility in a meaningful way.
About Priya Bhai Ek Kavita Havi Aahe
“Priya Bhai Ek Kavita Havi Aahe” is a deeply moving Marathi Abhivachan play, centered on incidents from the lives of Pu La Deshpande and his wife, Sunita Deshpande, with poetry at its heart. Written by Sameer Kulkarni and featuring Mukta Barve in the lead role, the play beautifully weaves together themes of love, longing, and self-discovery through poetic storytelling.
Set in a contemporary backdrop, the narrative unfolds through heartfelt conversations and evocative poetry, resonating deeply with audiences who appreciate literature and introspection. The play has been widely praised for its soulful dialogues, minimalist yet impactful staging, and powerful performances.
Performed at prestigious venues like Balgandharva Auditorium in Pune, it has garnered a loyal following, with many considering it a modern classic in Marathi theatre. As it nears its final shows, Priya Bhai Ek Kavita Havi Aahe remains a testament to the timeless beauty of poetry and the emotions it evokes.
Why Priya Bhai Ek Kavita Havi Aahe?
Swapnagandha Collection chose to sponsor Priya Bhai Ek Kavita Havi Aahe because of its deep emotional and cultural resonance, aligning seamlessly with the brand’s values. The play, featuring the renowned Mukta Barve, celebrates introspection, poetry, and human emotions—themes that strongly connect with Swapnagandha’s audience of independent, culturally rooted women. With its refined storytelling and poetic essence, the play attracted an urban, sophisticated crowd that appreciates art, literature, and tradition, much like Swapnagandha’s clientele who cherish the elegance of Paithani sarees and ethnic wear.
Additionally, this sponsorship held special significance as the play was nearing its final performance, making the association more impactful and memorable. Held at the prestigious Balgandharva Auditorium, the event provided an ideal platform for Swapnagandha to engage with a discerning audience in an organic and meaningful way, reinforcing the brand’s identity as a supporter of heritage, art, and the stories of strong women.
Execution
- Sponsorship of the Show
Swapnagandha sponsored the 9:30 PM performance of Priya Bhai Ek Kavita Havi Aahe at the Balgandharva Auditorium. The sponsorship allowed the brand to reach a targeted, engaged audience that values cultural experiences, making it a strategic move for building brand visibility.
- Brand Film & Owner’s Address
A 3-minute brand film was shown before the play began, highlighting Swapnagandha’s range of apparel and accessories. Rujuta Gokhale, the founder of Swapnagandha, addressed the audience for two minutes, sharing the story behind the brand, its values, and its dedication to quality and empowerment for women.
- Promotional Activities
To drive engagement and sales, two representatives were stationed outside the auditorium, distributing pamphlets that included coupon codes, store locations, and contact details. These materials were designed to encourage immediate visits to the store and online engagement, providing an added incentive for potential customers.
- Brand Mentions During the Play
Throughout the performance, every time the name of the play was mentioned, it was followed by the phrase “Sponsored by Swapnagandha.” This ensured that the brand remained top of mind and created a strong association with the cultural event.
- Gifting Hampers to Cast Members
After the play, Swapnagandha gifted product hampers to the cast members, including the renowned actress Mukta Barve. This not only added a layer of prestige to the brand but also aligned Swapnagandha with respected figures in the entertainment industry, further enhancing its credibility.
Results & Impact
Massive Brand Visibility & Engagement:
Sales Growth
Why This Worked?
- Emotional & Cultural Connection
Sponsoring a beloved local play helped create a deep emotional connection with the audience. This cultural resonance made Swapnagandha more relatable and trustworthy, aligning the brand with positive, community-driven values.
- Organic Promotion
By featuring brand mentions throughout the play and gifting products to the cast, Swapnagandha amplified its reach organically. This type of authentic promotion, with no paid advertising, generated greater trust and engagement from the audience.
- High-Impact Visibility
The sponsorship allowed Swapnagandha to remain top of mind for attendees, while the promotional materials (pamphlets and coupon codes) directly drove traffic to the store, resulting in increased sales.
Why This Worked?
This campaign successfully leveraged cultural sponsorship to boost Swapnagandha Collection’s brand visibility and sales. By aligning the brand with a highly relevant local event, Swapnagandha not only reached a wider audience but also fostered a stronger emotional connection with the community. The organic reach of this initiative proved the power of integrating community and culture into brand strategy, showing that authentic engagement can lead to long-term success.
At Creative Splash, we believe marketing goes beyond just videos or flex boards—it’s about crafting a 360-degree strategy that resonates with your audience at every touchpoint. From conceptualizing campaigns to execution, we navigate every marketing challenge with creativity and precision. Whether it’s storytelling, branding, social engagement, or strategic positioning, we ensure your brand stands out in the most impactful way.
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