Lifestyle and apparel brand Fabindia, has tied up with Star Sports as the official styling partner for men’s wear, for the forthcoming Indian Premier League (IPL). With this male anchor of the show called Cricket Live, will be dressed in company’s western wear. Cricket Live is a show which will be aired before every T20 match, during breaks and finally post every match.
“Western wear for men still constitutes a very small portion of overall sales. Much of the sales is driven by women’s clothing, followed by children and accessories. The aim is to promote western wear range for men, with this tie-up,” Karan Kumar, CMO, Fabindia, said.
This is the first time the brand has done a tie-up of this nature.
The deal however does not include any air-time, that is, advertising spot during the matches. Fabindia will be promoted as official styling partner through ashton and tickers, while the programme is aired. The company plans to further promote its brand through banner ads and display ads on Hotstar during the T20 tourney.
According to Kumar, the tie-up provides a perfect opportunity for promotion of its western wear for men, due to multiple feeds launched by Star Sports. “With the broadcaster introducing as many 11 feed including feeds in regional language, IPL becomes the perfect platform to reach out to consumers across the country,” Kumar added.
The company will measure the impact of the tie-ups through impact on footfall at its stores, besides increase in sales and brand equity. For Kumar any marketing opportunity is created with an aim to drive three points home. “The initiative should be able to drive awareness, besides creating an experience driven engagement. Lastly, the product should be seen in the right context,”he explained.
Last year, Fabindia launched its ‘Experience centres’ with an aim to provide alternate shopping experience. These centres houses a FabCafe and an interior design studio, in addition to its signature offering that includes daily wear and occasion wear for women, men and kids, accessories, home and lifestyle products, personal care and organic foods. It also has an altering studio and a tug bug where children can try their hands at pottery or simply play in a sandpit.