A social media launch for Shaya by CaratLane’s Pichwai-inspired jewellery collection, bringing together the art’s rich heritage with a more contemporary, wearable perspective. The project balanced storytelling, craftsmanship, styling and visual aesthetics to make the collection feel both rooted and relevant. # Goal & The Impact Goal: Take the collection beyond a product launch by bringing its history, craftsmanship and inspiration into modern styling. The focus was to create content that felt culturally rooted yet relevant, while reaching new audiences and driving them to explore the brand. # What I Did: Built the content around the story behind the jewellery, while keeping it visually relevant and easy to consume. 1. Brought the craft to life Spoke to Pichwai artists in Udaipur and turned their insights into a reel to bring the craft and its inspiration to life. 2. Made the story easier to understand Created educational content around Pichwai art and the motifs that inspired the jewellery, including the lotus, peacock and mukut. This helped people understand what they were wearing and feel more connected to it. 3. Kept the heritage in the visuals Used monument-inspired backgrounds and aesthetic flatlays to keep the visual language rooted in the history of the craft. 4. Made it easy to style Added styling tips alongside campaign imagery to show how the jewellery could be worn in different ways and fit into everyday wardrobes. 5. Showed the craftsmanship Created making-of videos to give audiences a closer look at the craft and the work that goes into each piece. 6. Kept it relevant Used trend-led carousel formats to make the collection feel relevant to a younger Gen Z and millennial audience. 7. Focused on content pacing Balanced educational and product-led content with lighter, visually driven reels. This helped keep the feed engaging and gave the audience a visual break without losing the collection story. # The Impact: 1. Reached 16.9M+ views in 9 days The collection content generated 16,973,637 views within the first 9 days of launch. 2. Reached beyond the existing audience 93.4% of views came from non-followers, helping the collection reach a much wider audience organically. 3. Drove 36K profile visits The content translated reach into 36K profile visits, bringing new audiences closer to the brand. 5. Drove 5K bio link taps The campaign generated 5K bio link taps, taking audiences from social content to the brand's online destination.