With a well conceptualised and thought-provoking campaign, Softweave and Pixel Fox Studios are paving the way to inspire change.
A flagship brand of Keshardeo Textiles, Softweave launched in 2015 with a vision to bring the best in class premium bath linen at affordable prices across the world. Pixel Fox Studios has been propelling this journey further with Softweave’s digital and social media mandate. Focusing on the brand and what the brand stands for, together, they came up with a campaign called Wipe The Stereotype.
This was followed by a poster series that incorporated smart typography and wiped statements like “Fat people can’t dance” and more, which was well received.
The campaign was finally launched with a video that showcased the meaning of Stereotype, with comments on social media and everyday things people say, hear and do that involuntarily or voluntarily come out as stereotypical and in bad light, and something that should be at least thought out before being out there.
To break this negativity and shed light on local inspiring stories, and establish the entire crux of the campaign, a video giving out an introduction of the people Softweave had collaborated with, was posted. This showed glimpses of people who had managed to #WipeTheStereotype in many ways, challenged the perceptions of society and followed their passion. “A 42 yr old student, a queer fashion blogger with a feminine energy, a diabetic who has sweets, a female dhol player, a female bodybuilder, and more inspirational personalities are coming togther to #WipeTheStereotype with #Softweave. #StayTuned for their stories.” the caption read.
The first episode presented an interview with Deepa Sapre, a nutritionist and physique athlete, and a mother, who broke the stereotypes of females being the weaker gender and bodybuilding being a manly sport. Episode two was only recently posted, following the story of Esha Rajput, a female dhol player and more. The third episode layed focus on blogger Yogesh U Shetty who came to terms with his femininity when he came to Mumbai.
With more such impactful and inspiring stories to follow, Softweave is defying a stereotype in itself, of being quite a young brand in the market, and focusing extensively on social impact rather than marketing aggressively.