Fabindia’s association with IPL helped the brand record 40-50% growth

Fabindia’s association with IPL helped the brand record 40-50% growth

Fabindia

MUMBAI: While retailers across the country have been facing a decreased footfall in the stores, Fabindia’s partnership with the Indian Premier League this year helped it record a growth of up to 50 per cent. For a brand, that had never advertised on television before, this association with the big-ticket event, which was aired on Star’s sports channels, across 8 languages, proved out to be a fine first move.

As style partner for the exciting season of cricket, Fabindia styled more than 100 on air cricket experts in over 1000 designs from their menswear collection, as they discussed the game on air. This activity not only gave them 229 hours of brand exposure but also a 96 per cent increase in sponsorship awareness. 

Fabindia CMO Karan Kumar said, “Post-IPL, we had an increase in footfalls and conversions in the menswear range. We recorded a growth of 40-50 per cent over the same period last year.”

The activity also helped the brand gain a 22 per cent uplift in Google searches. 

Brand-nomics’ Viren Razdan noted that IPL is an attractive destination but a crowded space with its own rules of play. However, Fabindia’s tactical approach did good for the brand in aiding its awareness of men’s occasion wear, which had been fairly low before the association, despite it being a powerful brand. 

He said, “FabIndia is a powerful brand but its association/awareness of men’s  occasion wear has been fairly low, so a partnership gives them a cut through the clutter IPL’s eyeball strength is very high"

While sponsorships like these might come out as a costly proposition, the return on investment has been spectacular for Fabindia, which got widespread popularity among the masses with strategic placement of brand visibility during the game. 

Karan Kumar added, “We cracked a concept that was both innovative and cost-effective to showcase our comprehensive indo-western men’s range with the help of cricket.”