Vivo IPL can deliver a phenomenal reach, says Karan Kumar, Fabindia

Kumar, Fabindia’s Chief Brand & Marketing Officer, talks about the brand forming an association with Star Sports as the official styling partner

e4m by Dolly Mahayan
Updated: Mar 28, 2019 8:25 AM
Karan Kumar

In a first for Fabindia, the lifestyle and apparel brand has tied up with Star Sports for the ongoing Vivo IPL season as the official styling partner. Through this association, the company aims to promote its western wear range.

In a chat with exchange4media, Karan Kumar, Chief Brand & Marketing Officer, Fabindia, said, “The idea behind the association was to have a marketing proposition in a place where we could associate with the property, to ensure that our products are interweaved, to have our Western line of casual wear for men get socialised in the right context. As per the association, anchors and commentators of Star Sports Maruti Suzuki ‘Cricket Live’ will be dressed in the company’s outfit.” ‘Cricket Live’ is telecast before and after every T20 match.

Asked about the brand opting for Vivo IPL when there were back-to-back sports tournaments like ICC Cricket World Cup 2019 and Pro Kabaddi league (PKL), Kumar said: “There is no specific reason for choosing IPL, except for the fact that IPL, this year, will perhaps deliver the most phenomenal amount of reach. If this association works well for us, there are other opportunities and avenues to evaluate as well. We don’t need to be limited to IPL and only cricket. It’s more of a starting point for us to see how this kind of an association delivers the expectations that we have from the marketing tie-up. If it works out well for us, there are other platforms and opportunities that we will evaluate as well.”

Sharing further on how the brand was planning to leverage the IPL fervour, he said, “It’s important for us to first leverage the marketing partnership from a product point of view. It is great when we have personalities and anchors wearing our apparel. ‘Cricket Live’ is an extremely important element in the entire piece. We will be leveraging this association through many ways. Our store environments will play an important role, also will assets available to us in the social and digital space. We will activate some of the media platforms almost immediately. And, then as we go along, we will evaluate other opportunities.”

Asked if spends have been allocated medium-wise, Kumar revealed, “No. It’s too premature to put down a spend number allocated by the medium. I will look at spends which are justified. And whatever they are, we will deploy those kinds of monies. We are getting into this with a completely open and clear mind, and we will ensure that the association is supported by whatever means required, to leverage this to the best possible opportunity.”

Kumar said the association would give Fabindia ‘recognition and salience’ in the Western casual wear category for men. “It is important that this category be seen in the right context of people wearing it in a very sartorial manner. The reach that a platform like IPL would deliver will be an extremely phenomenal one. Therefore, we hope to drive this category, far more vigorously than in the past, and we are banking very heavily on it.”

On the kind of ROI the company was expecting from this partnership, Kumar said: “There is no single rupee value of ROI that can be ascribed to something like this. An engagement like this will be activated through multiple touch points. It is important for us to ensure that the association has an impact on our footfalls, on conversions at our stores, and sales of the Western line of casual wear for men. We have targets and metrics set out for each one of these factors, and if this tie-up delivers then it will be the measure of success for this association.”  

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