FATIN HASADO & MODERN MAHARANI
CAMPAIGN // SPRING 2021 - A COLLABORATIVE CASE STUDY
SUMMARY
Fatin Hasado is a talented MUA with a decade’s experience in Western editorial makeup, but not many brides-to-be are aware of her Asian bridal MUA offering. Modern Maharani are a jewellery brand who believe in timeless pieces for the 21st century queen. Enter an East meets West inspired campaign, with fashion, beauty and lifestyle influencer Natasha Sandhu who perfectly represents the modern South Asian woman. From this campaign, both brands were able to collaborate together to showcase their dual heritage, raise brand consideration and generate leads ahead of the all-important summer wedding season.
BACKGROUND & CHALLENGE
Fatin Hasado is a talented MUA with a decade’s experience in Western editorial make-up, covering sectors ranging from fashion and beauty, to TV and film. However, not many brides know that Fatin also does bridal hair and make-up, meaning the key challenge here was to raise awareness of Fatin’s Asian bridal MUA offering.
Modern Maharani is a jewellery brand whose mission is to capture the heart of India’s historic past, whilst combining comfort, modernity and effortless timeless pieces for the 21st century Maharani. Ahead of Spring 2021, Modern Maharani wanted to show the everyday woman that bringing out the Queen in themselves wasn’t just reserved for brides, by raising awareness of some of their Western-style inspired pieces.
HOW WE DID IT
Understanding that Modern Maharani is an inclusive brand not just reserved for brides, we wanted to ensure their portfolio appealed to all women. Fatin proved to be the perfect MUA to partner with in this campaign, with her editorial experience and ability to be incredibly flexible with her makeup styles.
Inside BIBI engaged Natasha Sandhu as the influencer for this campaign as her platform showcases relatable content, fusing together her Indian heritage with her English roots, representing the everyday South Asian woman - aligning perfectly to both Modern Maharani and Fatin’s vision.
With our analysis, expertise and in-depth insight of consumer jewellery purchase patterns, we identified the key pieces of Modern Maharani’s collection to form part of the campaign. Inside BIBI conceptualised, organised and directed the shoot in-house.
The final portfolio showcased a sophisticated Natasha Sandhu in Modern Maharani jewellery complementing both Asian and Western wear, with understated, elegant make-up by Fatin.
RESULTS
Natasha used her platform of 386k Instagram followers to raise awareness of the campaign and generate exposure for both brands, including prompts to Modern Maharani and Fatin’s websites.
This led to several sales enquiries for Modern Maharani’s Western-inspired pieces, and for Fatin’s bridal MUA offering ahead of wedding season.
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