Modular Kitchen & Railings Showroom
Auroarts + MicDrop! Advertising
From a 40-Year Artistic Legacy to a Modern, Story-Led Digital-First Brand
Project Overview
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Before MicDrop, Auroarts was a powerful idea without a platform — a patented botanical art form rooted in nature, craft, and spirituality, but with no structured branding, strategy, communication or digital presence.
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They didn’t need “just content.”
They needed a launch moment — one that honoured their heritage, explained their craft and built a premium brand world from day one.
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MicDrop became the brand’s strategic and creative partner for this transformation, shaping the narrative, building the campaign, creating the digital-first identity expression, designing the website experience and executing a full-scale brand reveal at IIM Raipur.
Campaign Duration
Oct 2025 – Present
CHALLENGES
1. A strong legacy with no modern brand presence
Their 40-year story didn’t translate digitally at all.
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2. A patented craft nobody fully understood
People saw “handmade art,” not an eco-luxury innovation.
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3. No structured narrative
Their identity, origin story, and purpose weren’t communicated clearly.
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4. No digital ecosystem
No launch strategy, no website, no campaigns - nothing built for today’s audience.
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5. A category that needed education
Customers didn’t understand pressed-botanical art or its value.
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6. Zero visibility beyond word-of-mouth
The brand had recognition, but no discoverability.
BRAND IDENTITY
MicDrop rebuilt Auroarts’ entire brand system from scratch, narrative, visuals, voice and digital behaviour.
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The goal was to create an identity that feels premium, nature-led, soulful and rooted in the brand’s 44-year artistic legacy.
Brand Essence & Digital Identity
Auroarts is an eco-luxury botanical art brand built around a patented dry-flower technique, expressed through the core idea “Soul of Nature.” The digital identity carries this forward through a calm, intentional presence - a cohesive social grid of product visuals, quotes and brand colours, paired with a website designed for an elegant, slow-living art experience. Minimal layouts, poetic storytelling and trust signals like global patents and artist credits establish credibility, while the visual behaviour makes the brand instantly recognisable and emotionally centred from the very first interaction.
BRANDING
The logo combines a stylized lotus-inspired symbol with a refined serif wordmark.
Soft curves, rounded edges, and symmetrical petals reflect growth, purity, and harmony.
Benefit: Creates a sophisticated yet approachable identity that mirrors the brand’s botanical roots.
Multiple formats were developed: English, Devanagari and a minimal “aa” monogram, each built for different applications.
Benefit: Ensures the brand stays consistent across packaging, exhibitions, digital platforms and product lines.
The Logo System
The Colour System
A palette built around warm golds, beige, black, and ARC’s signature gradients.
Benefit: Gives the brand a luxurious, inviting tone that works for both high-energy nights and elegant events.
Photography & Visual Language
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Auroarts’ imagery is built around macro botanicals, natural textures, soft light, and impressionistic frames.
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Empty frames in outdoor landscapes and close-ups of organic elements became signature motifs.
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Benefit: Establishes a unique visual identity that immediately signals the brand’s craft and philosophy.
DIGITAL LAUNCH STRATEGY
MicDrop built Auroarts’ digital launch around a cinematic storytelling idea - the brand’s soul expressed through a single morning, from 3 AM to 7 AM - captured through four films of campaign.
The Four-Part Launch Campaign “Soul of Nature”
Film 1
Awakening
(Pre-Dawn)
A firefly reveals the hidden soul of nature - a metaphor for discovery.
Purpose: Build wonder, emotion, and mythology.
Film 2
First Light (Dawn)
A honeybee brings color to desaturated blooms at dawn.
Purpose: Symbolize transformation and the moment nature comes alive.
Even before the official launch, the campaign accomplished several key objectives:
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Established early brand curiosity among premium audiences
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Positioned Auroarts as a high-value, eco-luxury brand through narrative depth
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Communicated the product’s premium value in a way people could easily understand.
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Communicated the patented technique with clarity and credibility
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Introduced upcoming collections without revealing products prematurely
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Built anticipation, emotional engagement and recall, enabling a stronger market entry
Film 3
The Dispatch / The Collection (Post-Dawn)
Rural women begin their dawn ritual - collecting botanicals gently, respectfully.
Purpose: Connect nature to human hands and introduce community impact.
Film 4
The Ritual (7:00 AM)
A documentary-style short featuring the artisans’ real voices.
Purpose: Build proof, authenticity, and trust.
What This Strategy Achieved
Social Media Ecosystem
MicDrop built Auroarts’ social presence from scratch.
Not as a product page - but as a brand universe.
We built content pillars around:
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Nature’s soul
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The craft and process
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Dawn as metaphor
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Women artisans
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Macro storytelling of botanicals
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Soft, hazy, meditative visuals
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Origins, ritual and philosophy
Goal: Make the audience feel calm, curious, and connected - even before seeing the artworks.
WEBSITE NARRATIVE & EXPERIENCE
MicDrop designed the full narrative flow of the website
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Brand story
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Founder journey
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Patented technique
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Collection philosophy (Lotus, Butterfly, Bamboo)
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Product storytelling
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CSR & women-led impact
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The website was launched live at the IIM Raipur event.
The IIM Raipur Brand Launch
MicDrop crafted the full launch experience
from the story to the film to the exhibition.
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Brand Presentation
We introduced the brand, identity, products, and process.
Benefit: The audience understood the brand clearly.
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Film Screening
“The Soul of Nature” premiered.
Benefit: Created emotional connection.
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Exhibition
We designed and arranged the full showcase.
Benefit: Highlighted craftsmanship and sparked interest.
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Website Launch
The site went live during the event.
Benefit: Marked Auroarts’ digital beginning.
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Event Flow & Communication
We managed the script, structure, and messaging.
Benefit: A smooth and professional launch.
RESULTS
1. A memorable brand arrival
Auroarts launched with clarity and emotional impact.
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2. Strong validation from respected institutions
IIM Raipur professors publicly endorsed the brand direction, story, and strategy.
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3. A complete digital-first identity expression
Films, content system, website narrative, and launch storytelling - all aligned under “Soul of Nature.”
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4. A powerful origin story communicated clearly
40 years of craft, the patented technique, and the women-led ecosystem became central to the brand.
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5. Curiosity and respect for the brand grew instantly
Guests, students, and professionals expressed genuine awe - many discovering botanical art for the first time.
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6. A foundation built for scaling
Auroarts is now ready for national rollouts, exhibitions, drops, and campaigns with a solid digital ecosystem backing it.
FUTURE ROADMAP
MicDrop has already mapped the next phases of the brand’s journey:
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Limited-edition drops
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Product films for each collection
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Customer education series
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Artisan-led storytelling
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Macro photography campaigns
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E-commerce optimization
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PR for national visibility
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Collaborations with designers/architects
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Exhibitions across metro cities
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Auroarts is now ready to grow - with a digital identity, a cinematic brand story and a launch moment that gave it the stage it deserved.
