Case Study
Nila House

In May 2019, Flint was appointed to develop a communications campaign to support the launch of Nila House, Jaipur, a unique initiative by the Lady Bamford Foundation, a charitable arm of JCB India, to preserve the rich legacy of Indian textiles and crafts. As an artisan-focused initiative, Nila House works to create key links between contemporary designers and artisan groups to promote knowledge-sharing and create solutions for a sustainable future.

Flint’s media campaign combined a pan-India approach with targeted international outreach and a particular focus on creating a bespoke press trip for 10 leading journalists. The agency secured a broad range of coverage in both specialist design publications and mainstream consumer publications. Highlight editorial coverage included Dezeen, FT: How to Spend It, The Indian Quarterly, Architectural Digest and Harper’s Bazaar.

As a part of our consultancy on the campaign, Flint handled all press trip logistics, carefully curating every aspect of the itinerary. This included recommendations on the guestlist, which was designed to engage influencers in the culture, fashion and design sectors. The press trip was attended by publications including Vogue Japan, LUX, Selvedge, Hole & Corner, The Hindu and Mint Lounge.

Flint’s campaign continues into 2020, with ongoing international and Indian press trips, global and Indian press outreach and broader cultural consultancy services.

Image credit: Nila House, Jaipur

Case Studies