Started in 2008 by ace designer Roheena Nagpal, Atelier is a niche home décor brand in Pune. Atelier’s range focuses on functionality with the beauty of aesthetics at its core for homes. The brand has a creative range of tailor-made bespoke furniture, furnishings, wallpapers, rugs and bed & bath linen. Atelier also provides designer services that are a cut above the rest.
With its unique range of home décor products and services that have been delighting connoisseurs of art for 9 years in Pune, Atelier wanted to reach out to these lovers of art across India. While the geographic reach was both a challenge and an opportunity, the trickier part was connecting with people across different demographics. Delivering across India was a challenge and this required us to strengthen the digital campaign.
With the exclusive products and a bespoke range, we wanted to connect with connoisseurs of art who would love to invest in breathing more warmth into their homes. We designed a communication thought around how the home is our soulmate and needs to be pampered with what we love. The simple idea was to give as much information as is possible about Atelier’s beautiful range and customized services. We wanted the designer and founder, Roheena Nagpal’s journey to touch the heart of every connoisseur.
The 4-pager design focused on showcasing how the creations and services offered by Atelier delivered on the promise of transforming a home into an unforgettably warm abode. The front page was an introduction to the brand persona, while the centre spread showcased the amazing product catalogue. The last page was an in-depth story about the designer’s journey, her services, her first store and her success. A heartfelt editorial storytelling approach focused on getting franchisee inquiries through calls as well as channeling queries to the online media – brand website and its Facebook page.
In order to make the brand’s products reachable, we devised a strategic platform called the Home Shopping Catalogue through which one could easily order a product through a WhatsApp code from the comfort of his home. The digital icons created in the catalogue helped simplify the home shopping process to a greater extent.
The exclusive 4-page supplement reached across many countries pan-India. The supplement was published in 43 editions of the TOI, which covered all Indian cities. Simultaneously, the brand website was updated with the latest creations of the brand. The website was made more robust and attractive to handle online shopping.
The strategic brand communication resulted in more than 600 sales calls for Atelier from across India. In fact, it resulted in tremendous franchise inquiries from many leading metros. In the period following the release of the 4-pager the brand website garnered a whopping 2576 hits and 943 website registrations. Brand Atelier created its exclusive space in the hearts and minds of the connoisseurs of art. The impact of the communication resonates even today and was helpful in creating an impressionable identity of the brand.