Raw Mango
A leading design house, Raw Mango is credited with creating new conversations in textile and culture through a range of saris, garments and objects. Its relationship with handloom began in 2008 with Chanderi, in Madhya Pradesh. Nearly two decades later, its designs continue to innovate upon centuries-old weaving traditions to create a visual vocabulary that defines Indian handloom today.
Its philosophy articulates itself across each touchpoint, extending beyond textiles and garments — from imagery and space to music and experiences. The brand is acknowledged for creating a new design lexicon within India, thanks to a commitment to experimentation. The continued influence of Raw Mango's imagery is credited to casting aside aesthetic pursuits in favour of questioning cultural, social and political mores.
As the Communications Manager at Raw Mango, I worked alongside the founder and lead designer Sanjay Garg, internal teams, and external collaborators. I managed projects across communication and marketing functions, brand campaigns, and press content. I managed Raw Mango's social channels, staying current with evolving platform features and best practices; planned and executed collection campaign shoots from conceptualisation to post-production and release; and ensured consistency in the brand's voice across communication channels like the website, retail copy, campaign assets, ad content etc.
2024 - 2025
ONCE UPON A RIVER - FESTIVE 2025
The coming together of crafts, individuals and symbols is mirrored in the environment: the land meets the sea, fish and birds converge, and lovers appear in multiples.
The campaign was shot in the royal village of Santrampur, Gujarat. My contribution involved project management across:
- Development: Conceptualisation, collaboration with partner agencies and individual contributors, support in scripting scenes
- Pre-production: Casting, art direction, transport and travel logistics
- Production: Scheduling, talent management, set management, transport and travel logistics
- Post-production: Coordination with editors, graphic designers, and content writers
- Distribution: Social media release, PR outreach
NATIONAL HANDLOOM DAY, 2025
India celebrates the 7th of August as Handloom Day. This campaign was shot with some of Raw Mango's favourites, documenting their relationship with, impressions of, and memories associated with handlooms. I was involved in the ideation process, writing a tongue-twister, conceptualising vocal exercises, and scripting conversation prompts.
LAHERIYA 2025
This collection looks at the animation inherent in the lines of laheriya (tie-dye craft from Rajasthan), and explores how ‘adiya’ (which comes from the word adha or diagonal line) creates movement, akin to rainfall, when draped across the body. The campaign, shot in Mumbai, draws from saavan (monsoon) and a vibrance that's uniquely Rajasthani. I project managed the shoot from pre-production, execution, post-production to release.
SOCIAL MEDIA
Managing Raw Mango's social media channels was a core part of my role as Communications Manager. I collaborated with the Visual Communications Manager to finalise the content calendar, create low-production content, and the overall social media strategy. I was also involved in copywriting for social media.
