MUMBAI: Indian lifestyle and fashion brand Fabindia will be associating with the Indian Premier League (IPL) for the first time this year as the official styling partner for Star Sports’ show during the tournament called ‘Cricket Live’, Economic Times reports.
Cricket Live is a pre, mid and post-match show which is a flagship property of Star’s during the cricket season. The male anchors of the show such as Jatin Sapru and Arjun Pandit will be seen flaunting Fabindia’s formal, western outfits in this year’s competition.
“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,” FabIndia CMO Karan Kumar was quoted as saying to the publication.
The agreement includes the brand being promoted through ashtons and tickers on television but not as an on-air advertiser. Its banner and display advertisements will be shown on Hotstar during the competition.
Kumar opines that Star’s multi-language feeds during the IPL is a great promotional opportunity for the brand due to the channel’s increasing focus and reach in different regions of the country.
“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.
Lastly, the Fabindia CMO pointed out the metrics to define the success of the brand’s marketing campaign in the IPL apart from the value of sales and brand equity.
“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 signed off.
