Telling us how the team came up with the idea of dance marketing, Lekhinee shared, “We were going to launch our Saris. We were known for our Kurtas and our fabrics before then. We wondered, how can we really break the clutter…My friends would come for the photoshoot because we always believed in showcasing real women (not models). So one fine day, my father suggested why don’t you start making dance reels with them? – Media Insider