Fabindia Collaborates with Star Sports as Official Styling Partner for IPL 2019
In order to receive adequate and relevant attention, Fabindia has initiated this collaboration with Star Sports.
In a first, the home-grown lifestyle and apparel brand Fabindia, has tied-up with Star Sports as their official styling partner for Indian Premier League 2019. The brand will observe its presence by styling the male anchors of Cricket Live and also through ashton and tickers while the show is being aired. The audience will witness the latest collection of Fabindia’s western wear collection, donned by these anchors. Cricket Live is a show that will be aired before, during breaks and after each T20 match. There is no air-time as per the deal.
In our conversation with Karan Kumar, CMO at Fabindia, he says, “It’s important to socialize individual product categories in the right environment. With anchors & commentators on cricket live wearing our western casual wear range, this range will receive adequate and relevant attention given the reach of the platform”.
The brand will also promote itself through banner ads and display ads throughout the T20 tourney. The multiple feeds launched by Star Sports becomes a perfect platform for Fabindia to make this move.
Talking about the rationale behind this marketing opportunity, Karan adds, “We believe in brand sponsorships intrinsically integrating product and its usage as part of the partnership. This is of far greater importance for us versus vanilla advertising and logo presence.”
While Fabindia is a more women’s favorite brand, the idea of this collaboration is to drive more sales from the male audience. The agenda of this opportunity is to drive three key points- awareness, experience-driven engagement and that the products are seen in the right context.
It will be interesting to see the fruits this collaboration bears!
