MAM

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/22/fabindia.jpg?itok=r-e6lW6c

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.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/Dineout.jpg?itok=R-ekad5-
Dineout launches Project Thali to donate rations among needy

MUMBAI: With major economic activities stagnating, the COVID-19 pandemic has had a devastating impact on the livelihoods and food security of millions of people across India. Home to one-quarter of all undernourished worldwide, malnourished individuals with compromised immunity including the urban...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/Sharad%20Alwe_0.jpg?itok=rFz7sTu6
Update Geotarget enables advertisers to target regionally-curated cable TV channels

NEW DELHI: In this globalised world, hyper-local targeting assumes greater significence for reaching out to the target audience. Contextual and hyper-local targeting of audience through advertising is a trend that no brand can afford to miss. While digital mediums serve this need for brands in the...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/unicef.jpg?itok=8CKSi0La
HUL partners UNICEF to support India’s fight against COVID-19

MUMBAI: Hindustan Unilever Ltd (HUL) has announced a collaboration with the United Nations Children’s Fund (UNICEF) to undertake a mass communication campaign and inform and empower the general public against COVID-19. The campaign brings together the marketing expertise and scale of HUL and the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/bajaj.jpg?itok=xCrcf0oR
Bajaj Allianz salutes COVID-19 warriors with a compelling video

MUMBAI: The current global COVID-19 pandemic has affected each individual at multiple levels and in various ways across the world. People are seen battling it in hospitals, through self-isolation and in quarantine. But there is an army of people working selflessly to keep them safe - the doctors,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/sharechat.jpg?itok=Duau3-Bt
ShareChat takes brands regional with language-first campaigns

MUMBAI: ShareChat, India’s own social media platform, put forward a strong showcase of its regional capabilities, especially in tier II, III and IV cities. Since the inception of its advertising-led monetisation in September 2019, ShareChat is driving new internet audiences from over 800 cities in...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/axon.jpg?itok=wpb_Eoe3
TOI, Dainik Bhaskar launch initiative to counter fake news menace

MUMBAI: The Times of India Group, along with the Dainik Bhaskar Group, has launched an initiative titled, Kaun Banega, Kaun Banayega, which is a series of films to highlight the fake news malaise in India and educate readers on the importance of reading the newspaper. Two films out of the seven-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/admitad.jpg?itok=z7l4Z3j1
Admitad launches support helpline for advertisers during COVID-19 pandemic

MUMBAI: Admitad has launched a support hotline for advertisers to combat declining sales and demand in the current crisis. The support hotline is intended to provide assistance to advertisers and mitigate losses caused by the COVID-19 pandemic. Named Black Swan, Admitad’s support hotline aims to...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/doctors.jpg?itok=SUmQsz6I
#ARM Worldwide COVID19 campaign, #WorkForDoctors served more than 10000 doctors, India Post to support it

MUMBAI: #ARM Worldwide, a Gurgaon based digital marketing & communication consultancy in support with a global wearable technology leader, Huami Amazfit has launched #WorkForDoctors campaign to help hospitals across India with necessary hygiene essentials supply. The company earlier has...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/kellogs.jpg?itok=oPOrIPSP
Kellogg's brings delicious twist to the breakfast table with 21 lip-smacking recipes for 21-stay-at-home days

MUMBAI: Kellogg’s, India’s leading breakfast cereals brand, is helping parents table breakfast with an innovative twist, through its all-digital ‘21 Days 21 Recipes’ campaign. Backed by the findings of a real-time consumer research, Kellogg’s identified that parents are faced with a task of having...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required