Social media plan · Prepared by Acquirely
Out from behind the glass.
Varaha exists because a museum visit ends at the glass. The feed has the same job as the objects: a better way in. This plan makes Instagram the place where each piece is met, understood and wanted before it is sold.
Museum label
See it on varahaheritage.comChoose a piece. Photographs and details are from varahaheritage.com.
01 · What we understood
A different kind of souvenir needs a different kind of feed
“Why does history feel like something that happened to someone else?”
That is the question Varaha says it started with, as India’s first museum-authenticated souvenir platform. We look at a great object through glass for a minute and move on. Varaha’s answer is to put the object, exact and certified, into a person’s hands, with its provenance attached.
So the feed cannot behave like a décor brand’s. It has to do what the objects do: bring someone close enough to an old thing that it starts to feel like theirs.
3D-scanned originals, explored on heritageverse.net.
Revenue that flows back into preservation.
Objects made to be lived with and passed on.
museum-certified replicas made
museums documented
museums worked with directly
museum collections on the site today
Varaha’s four words, and what each asks of the feed
- Craftsmanship
- Hands on stone, on camera. One of your own reels asks how AI would replace this. The answer is the content.
- Authenticity
- Museum-endorsed, with a provenance most objects never have. The certificate and keeper’s card belong in every unboxing.
- Innovation
- Digitised originals and a 3D platform at heritageverse.net. The scan is as much a story as the chisel.
- Exclusivity
- A replica that went from your workshop to the Prime Minister’s hands. Launches that collectors hear about first.
The question is from Varaha’s About page; the three pillars and four words are from Varaha’s brand style guide. Figures are from Varaha’s September 2026 press note. The five collections: State Museum Bhopal, Vidisha Museum, Lalbhai Dalpatbhai Museum, Triveni Museum and Gujari Mahal.
02 · The shift
From a follower count to a gallery people return to
People follow for the story and buy the object. When story posts were boosted, each new follower cost ₹5 to ₹13. Product posts brought almost none.
| Today | Next |
|---|---|
| Followers as the goal | Believers and buyers as the goal |
| Boosting posts to grow | Posts earn their reach; the best become ads |
| A product with a caption | One object, one story, told on camera |
| Festival greetings | The story behind the festival’s deity |
| The brand speaking | Founders, historians and museums speaking |
| Giveaways and lucky draws | Launches that collectors wait for |
03 · Positioning
What every post should add up to
- Promise
- A piece of the past, crafted for the present.
- Belief
- The past belongs to all of us.
- Purpose
- When anyone thinks of Indian heritage, they think of Varaha.
- Proposition
- Museum-authenticated replicas of India’s sculptures, certified by the museum that keeps the original, each with its keeper’s card.
The promise and the belief are Varaha’s own lines. The purpose is Ajay’s, from our call. The proposition is our draft, for the founders to edit.
04 · Who we talk to
Six people, defined by why they buy
The heritage keeper
Loves history
Reads the caption to the end, saves the post, and writes in asking when the next piece launches.
Needs the full story: century, site, museum.
The household of faith
Wants lineage
Looking for a deity or a Tirthankara for the home, and tired of market idols with no history.
Needs the original named, and its museum.
The gift giver
Wants meaning
Buying for a wedding, a housewarming or a festival, and wants to be remembered for it.
Needs to see what arrives: sculpture, certificate, card.
The design-led home
Wants an object
Chooses a doorjamb as bookends or a framed Hawa Mahal for a wall, for the form before the faith.
Needs the piece shown in a real room.
The planner
Buys in hundreds
Wedding planners, event agencies and company gifting heads, who already write in three or four times a week.
Needs a catalogue, minimums, lead times and a person.
The diaspora
Wants India at home
Indians abroad who want something real to live with, and to hand on to their children.
Needs prices and delivery for their country.
The first is proven by the people who write in. The others are working assumptions from the call, the catalogue and the ad account, sharpened with order data in month one.
05 · Voice
How Varaha sounds
Elegant and sophisticated
Never casual. Few words, each one chosen, and nothing a museum would not say about its own collection.
Knowledgeable and authentic
Accurate cultural references and real storytelling: the century, the dynasty, the site and the museum, every time.
Warm and inviting
Encourages discovery. Sounds like a curator showing you a favourite piece, never like a sale.
The three traits, and the first two rewrites below, are from Varaha’s brand style guide.
Say this instead
Shop nowOwn a piece of India’s heritageLimited offerA rare collector’s pieceMuseum-inspiredCertified by the museum that keeps the originalAntique-look décorTenth century, Mandsaur. Original in the State Museum, BhopalThe perfect Diwali giftA gift that arrives with a thousand-year storyPremium qualityRecreated from the original, finished by hand
06 · The lines
Five territories to write from
A piece of the past, crafted for the present.
Brand sign-off. Already Varaha’s line; we keep it.The original is behind glass. This one is yours.
The museum piece and the replica, side by side.Certified by the museum that keeps it.
Authentication, the certificate and the keeper’s card.Every object has a story. Here is this one.
Object stories, one piece at a time.A gift with a provenance.
Weddings, housewarmings and corporate gifting.
Try a reel opener
This boar is lifting the Earth. He was carved a thousand years ago.
07 · Content pillars
Six pillars, hung in three rooms
Varaha signs off with three words: Objects, Stories, Memories. The six pillars sit under them, each with a job and three posts we would make first.
08 · A sample month
Sixteen posts, as the grid could look
Eight reels, six carousels and two statics, on Tuesday, Thursday, Saturday and Sunday. Stories run four to five days a week: details from the studio, questions answered, polls on the next piece, orders being packed.
A sketch using Varaha’s existing photography. Topics follow each month’s launches, the festival calendar and what the museums allow us to film.
09 · Beyond the feed
A museum without walls
Monthly
Varaha Walks, filmed
Every heritage walk becomes a week of content: the route, the guide, and one object from the site.
Every launch
First look for collectors
A broadcast channel and a WhatsApp list where past buyers see each new piece before anyone else, and before any ad.
Quarterly
Live from a museum
An Instagram Live with a historian or curator on a single object, with questions taken on the spot.
The five museums whose collections are on the site today. The Mehrauli walk with History Beyond Books is being advertised this month; this turns walks like it into a regular series.
10 · Borrowed trust
Chosen for what they know, not how many follow them
Historians and heritage guides
People whose audience already cares about the past. They explain the object with the piece in their hands.
Architects and interior designers
Project features where a Varaha piece sits in a real space: a way into the design-led home, and into bulk orders.
Customers and collectors
One ask with every delivery: a photo of the piece in its place. These become posts, reviews on the site and ads.
Why this matters most
A historian saying “this is accurate” does more than a celebrity saying “this is beautiful”.
Varaha’s claim is authenticity. The people who can lend it weight are the ones who know the difference.
11 · How it gets made
Filmed with your team, finished by ours
We plan
A monthly calendar and a shot list for each post, shared a week ahead.
You film
Half a day a month at the studio, plus footage from museums and walks as it happens.
We finish
Editing, captions, covers and publishing. Your team checks every fact before it goes out.
We reuse
Posts that perform become ads. Ads that win decide what next month’s posts are about.
Shot to Varaha’s own photography standard
A museum catalogue, seen through a luxury Indian lens: scholarly yet accessible, minimal yet rich, quiet yet powerful. Every frame has to say the object is real, that it belongs to a larger history, and that it is worth owning.
True-to-life colour, surfaces left unsmoothed, natural wear kept.
The artifact is always the focal point; nothing competes with it.
Side light and visible shadows, so carving reads as sculpture, not a flat image.
From the photography section of Varaha’s brand style guide. Reels follow the same rules: no harsh light, no trend-led staging.
12 · Profile checks
The profile, after week one
CertificateMuseumsReviewsGiftingBulk ordersWalks
PinnedPinnedPinnedA sketch, built from Varaha’s own photography.
Bio
One line that says what Varaha makes and why it is different: museum-authenticated replicas, each with its certificate.
Highlights
Certificate, Museums, Reviews, Gifting, Bulk orders and Walks, placed ahead of everything else.
Pinned posts
Three pins for a first-time visitor: what Varaha is, how a piece is made, and one object’s story.
A checklist to run against the current profile on day one.
13 · What we count
Belief first, followers last
- Reach beyond current followers
- Watch time on reels
- Saves and shares
- Messages about a specific piece
- WhatsApp and bulk enquiries from Instagram
- Members of the collectors’ list
- Orders that begin on Instagram
- Repeat orders at each launch
- Posts reused as ads, and their return
One rule: no Boost button. A post that earns attention runs as an ad through Ads Manager, to a defined audience, with its spend counted.
14 · First 90 days
Four phases
Weeks 1–2
Reset
Profile checks, voice and pillars agreed, first shot list, first shoot at the studio.
Weeks 3–6
Tell the objects
Object stories, the making and the founders go live. The delivery-photo ask starts with every order.
Weeks 7–10
Bring others in
First collaborations with historians and designers. The collectors’ list opens with a launch.
Week 11 on
Compound
Best posts run as ads, walks and launches settle into a rhythm, and targets are set against real numbers.
15 · What we need from Varaha
Small asks that decide whether this works
- Half a day a month for a shoot at the studio
- Fact checks and approvals within two working days
- About an hour a month from each founder on camera
- Permission to ask customers for photos
- Permission to film originals, at the museums that allow it
- Access to Instagram Insights
This plan sits beside the growth proposal. Commercials follow as a separate document.
Social media plan