Fabindia: The Prime Jacket of India
Someshwar Mehra
Campaign details
Brand Owner: Fabindia Overseas IndiaLead agency: Publicis CommunicationsBrand: FabindiaCountry: IndiaIndustry: Clothing and fashion; Retail marketing; Clothing, apparelMedia: Newspapers; Outdoor, out-of-homeBudget: 500k - 1 million
Market background and cultural context
Fabindia, founded in 1960, is amongst the largest chains of stores across India (around 200 outlets) and an international presence consisting of two stores in Singapore and one store each in Bhutan, Dubai, Italy, Nepal, Malaysia and Mauritius. It sells Indian wear, artefacts, home furnishings, jewellery, accessories, spices...