OVERVIEW OF FABINDIA:
Fabindia Ltd. was founded in 1960, with its first retail store in New Delhi. Fabindia celebrates India’s rich heritage with contemporary designs, boasting a 64-year legacy across 340+ stores in 129 cities within India and 13 international outlets across 7 countries. The brand offers a variety of Indian and Western wear for men, women, and children, alongside jewellery, bags, footwear, home furnishings, furniture, gifts, organic food, and personal care products. Fabindia connects thousands of rural artisans to urban markets, preserving traditional handicrafts and creating employment.
SVARNIM CAMPAIGN: Svarnim [Golden]:
Represents the celebratory period of the Indian year, embodying the golden warmth of familial bonding and joy. The Fabindia Spirit is encapsulated in the phrase "Celebrate India from everyday to every festival." The 45-day festive campaign begins with Onam, Navratri, Pujo, Karwa Chauth, Dussehra, and Diwali, continuing with Bhai Dooj, Chhath Puja, and Gurupurab. The campaign seeks to showcase the golden warmth of love, togetherness, and beautiful exchanges between friends and families through AI.
THE PROBLEM:
In a market saturated with both traditional and modern festive wear options, it can be challenging for a brand to stand out while maintaining a balance between honoring traditional craftsmanship and embracing contemporary fashion trends.
OPPORTUNITY:
Leveraging AI, Fabindia can create a unique and immersive festive campaign that highlights the brand’s rich heritage and modern appeal. By using AI to craft personalized and engaging content, Fabindia can reinforce its position as a leader in festive fashion, appealing to a broad demographic and showcasing the golden warmth of the Svarnim collection.
OBJECTIVE:
- To show customers that while Fabindia embraces traditional elements, it also incorporates modern festive fashion. The campaign targets everyone aged 18-60 and above, highlighting the blend of tradition and modernity that every generation can identify with.
TARGET AUDIENCE:
- Adults aged 18-60 and above
- Individuals who value both traditional and modern festive wear
- Families and communities celebrating Indian festivals
- Consumers who appreciate handcrafted, artisanal products
INSIGHT:
- India’s celebrations, such as festivals and weddings, are marked by happiness, togetherness, and glamorous festivities. The target audience seeks glimmering apparel and a glittering atmosphere steeped in tradition, yet embracing modern changes. Fabindia aims to make this season truly special and unapologetically Indian.
PROPOSITION (KEY MESSAGE):
Fabindia’s Svarnim collection ushers in the festive season, appealing to all age groups with elegance, attention to detail, and a vibrant array of colors and crafts.
DELIVERABLES:
- A campaign of three static ads
- Fabindia and Svarnim logos
TONE AND STYLE:
- Festive
- Colourful
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