TechManch 2019: We have started believing in hyper-localisation: Prachi Mohapatra, FBB
At TechManch 2019, Prachi Mohapatra, CMO, FBB, Future Retail, spoke about how ‘hyper-localisation’ & ‘being regional’ led to the growth of Brand FBB
Published - Jun 28, 2019 8:25 AM Updated: Jun 28, 2019 8:25 AM
Industry luminaries came together on Thursday at Taj Lands End, Mumbai, to be part of TechManch 2019, a two-day conference hosted by exchange4media for today’s marketers. The two-day conclave threw spotlight on strategies and technologies that business leaders need to delight consumers with in digital marketing.
And joining the conclave in a bid to share marketing lessons and success stories was Prachi Mohapatra, CMO, FBB, Future Retail. She shared her two cents about how ‘hyper-localisation’ and unravelling the category, no one dared to touch, led to the gigantic success for Fashion Big Bazaar of Future Retail India Group.
Mohapatra began with how one of the marketing initiatives turned out to be the marketing lessons for the brand as well.
“What we have started believing in, is ‘hyper-localisation’. What we did was, we looked at the apparel market in Kerala. And the findings suggested that 65 to 70 per cent of men’s wardrobe consisted of shirts only. The love for the upper wear is huge and as a brand from a national and local perspective, none of the brands enjoyed a strong penetration in the south market, specifically in Kerala, but was present at the foothold.”
The FBB team decided to fill the gap by using the local language. Hence, they used local terms like ‘Chettan’, ‘Aliyan’ and ‘Machan’ (all meaning brother) for their campaign and that led to the skyrocketing of growth, Mohapatra said. In order to give the campaign a local look, the entire shoot took place in Kerala’s backwaters and other prime locations, she added.
The brand also re-wrote the success story in Bengal, Mohapatra continued. During the ‘Durga Pujo’ festival the brand stood out by targeting Kolkata’s heritage ‘Trams’, again acting on the hyper-localisation strategy, she explained.
Before wrapping up, Mohapatra was quick to suggest that marketers need not be scared of taking risks. FBB ventured into an unorganised market like ‘sleepwear’ and saw an eight-fold growth, she said.
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