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Tag: fbb

  • Prachi Mohapatra joins Dr Reddy’s as marketing head – OTC, emerging markets

    Prachi Mohapatra joins Dr Reddy’s as marketing head – OTC, emerging markets

    NEW DELHI: Dr Reddy’s Laboratories has appointed Prachi Mohapatra as marketing head – OTC, emerging markets. She joins from Future Group’s FBB, where she was the CMO for over four years.

    With a keen interest in brand and business building, Mohapatra has had extensive experience working with large conglomerates and start-ups alike. She has helmed marketing departments in sectors like FMCGs, fashion, beauty and personal care; business development, marketing strategy and ROAS is her forte.

    Mohapatra headed brand and communications for beauty brand Oriflame in South Asia for close to five years. She was also associated with brands like Modicare and Mary Kay Cosmetics in the past.

    She describes herself as an avid traveller and an inveterate foodie, whose humble beginnings, small town upbringing, multicultural exposure in various parts of India and the globe has enabled her to make a huge difference to any project and business that she has been involved in.

  • Lifestyle retailers ride on festive cheer, but will it last?

    Lifestyle retailers ride on festive cheer, but will it last?

    NEW DELHI: Businesses across varied sectors are trying their best to beat the lockdown blues altogether after months of economic slowdown. Apparel and lifestyle retailers have some cause for cheer as the sector is showing signs of revival. The players are banking on the festive season to revive their sales further.

    In August, lifestyle retailers reported almost 20 per cent growth, the best since outlets reopened in June after months of lockdown.

    Retailers say that the business has started picking up over the past few weeks, and now with Diwali and the wedding season around the corner, it will help brands to perform better as compared to the lockdown period. However, companies believe that it will take around six months at least for the business to be back on the actual sales and revenue figures.

    Consumer demand registered an uptick on the occasion of Navratri and Durga Puja but so far, the average ticket size is small.

    Cantabil Retail India Ltd director Deepak Bansal said the brand is expecting around 40 per cent growth compared to the previous months. “We anticipate achieving 75 per cent of what we achieved vis-à-vis last year. With the new merchandise and festive offers, we are hopeful it will act as a pull factor for the customers and the season will prove to be good for the whole industry.”

    He shared that to achieve the same growth figures as last year will take time, and not to expect the market to function at pre-pandemic levels before the next financial year.

    TCNS Clothing Co Ltd head – marketing Aarti Ahuja agreed that there has been a revival of demand for festive products such as ethnic dresses, accessories, and attires. Consumer trends may not match the demand created by festivals in normal times but the growing sale of festive products is reviving the sector and displaying high inclination of buying festive products, she added.

    Havas Media managing partner- North & West India Uday Mohan was of the view that the lockdown has resulted in pent-up demand. A lot of discretionary spends on travel/holidays/eating out have been cut down, so all these savings should be pumped towards retail spends especially with a plethora of deals available.

    By contrast, Spykar CEO Sanjay Vakharia doesn’t perceive the current situation to be sustainable. “Festive period would be comparatively good, and that will lead us into the end of season months. Post that will be the real test and what turns the business will depend on a lot of variables.”

    It was an unprecedented crisis for the retail sector when stores were shut for months during the lockdown, but the unlock phase has its share of challenges too. Now, customers are preferring to shop online instead of stepping out. The situation has driven companies to focus on the e-commerce model.

    Bansal explained while offline sales have bounced back in the second quarter and look stable for Tier 2 and 3 cities, the customer in Tier 1 cities are still more comfortable ordering online. “We have been working towards strengthening our digital channel. We have forayed into the online market space recently, so this would be the first festive season we would be available online and are expecting good traction in the number of sales".

    Ahuja also chimed that the brand is witnessing a rise in footfall as the year progresses, however, there is a growing trend of people leveraging both online and offline channels to purchase products.

    In order to boost sales, retailers have been offering heavy discounts of up to 60 per cent. Future Group, for example, is running discount offers of up to 60 per cent on apparels through third-party online sales, including Amazon India, and also offline via its own retail chains such as Big Bazaar and fbb.

    Considering most of the sales take place in this period, brands do extensive promotion and stress a lot on the marketing channels to leverage it. All the major brands have started launching campaigns, promoting products through the ATL and BTL modes.

    Ahuja shared that over the years, TCNS clothing has been exploring all mediums of advertising including print, outdoor, TV as well as OTT to reach the TG. However, the outbreak of the pandemic has disrupted the way media and content is being consumed. “We are evolving with the TG and focusing on changing trends in the ‘new normal’ by creating personalised communication for both online and offline consumers while bridging the gap. All costs are being challenged from a zero-based budgeting principle.”

    She further mentioned that various initiatives like hyper-local pop-up stores and virtual store visits are being experimented with. "The brand is exploring influencer marketing in a more structured and sustained manner. In terms of leveraging other media channels, it would depend largely on how the current situation evolves soon".

    Cantabil this year is focusing more on personalized communications for both offline and online consumers channels through SMS campaigns, influencer engagements, or strategic digital campaigns, in order to maintain connect with the target audience

    Biba MD Siddharth Bindra said that brands are planning innovative and creative ideas in terms of marketing to cope up with the current situation, with the maximum spend being on digital. “We, too, have changed our strategy and are adapting to the new. We are engaging with our existing consumers through our CRM tool and are very active online to keep our audiences abreast with what is new at Biba.”

    “From an overall perspective, TV and digital are the two lead mediums. For retail, specifically print (newspapers) continues to be the focus option. IPL and news are the key genres on TV where the bulk of advertising has been focused on,” Mohan concluded.

  • Shifting consumer communication strategies by brands during COVID-19

    Shifting consumer communication strategies by brands during COVID-19

    MUMBAI: The COVID-19 pandemic has created an unprecedented situation for everyone around the globe. As far as brands and marketers are concerned, they are unsure of what they should be communicating to consumers. Though there is no fixed strategy, companies are coping in different ways.

    Follow Tellychakkar for the consumer facing news & entertainment

    To seek the answers, indiantelevision.com arranged a virtual panel discussion including Timex Group India Head market Ajay Dhyani, Duroflex Mattresses India VP-marketing Smita Murarka, Mirum India joint CEO Sanjay Mehta and FBB future retail CMO Prachi Mohapatra. The panel was moderated by Indiantelevision.com CEO, founder and editor-in-chief Anil Wanvari.

    According to Mohapatra it is not a time for any brand to implement push or pull strategy but to stay relevant to its brand ideology and think from the point of view of a consumer. A lot of brands and agencies are taking help from influencers and social media to engage with consumers.

    She also mentioned that from a brand perspective this is not a space to be marketing everything. Mohapatra also believes that before becoming marketers they are consumers. “For example, from a fashion perspective, all I am going to do is keep my customers engaged. There is no push or pull going to happen from the brand," she said.

    Understanding the importance of fitness and mental health Timex group has found a perfect way to tell consumers how much the brand cares for them. It even extended the warranty period of its watches through a push notification.

    “We have one segment of watches which is focused on health and fitness. The communication slightly shifted towards communicating with our consumers, talking more about health and fitness tips. There are a large number of applications installed on the handsets of our consumer. We also have an app for registering people with quarantine. Apps were used to give push notifications to our consumers, and inform them about health and hygiene,” said Dhyani.

    Mehta said that they did not have very high exposure to some of the sectors which are more impacted like travel and hospitality. They have faced a huge loss from the revenue front.

    He added that a lot of clients have had to cut down on media spends, which is a large vertical that took a hit. Some of the conversations were around retailers choosing to pause marketing completely.

    Mehta points out that if something is going to resume it is going to be e-commerce and delivery of all products with digital enabling that change. He believes that there won't be many people mingling in the future.

    Murarka notes that before the COVID situation, there was an influx of brands, discounting and sales mechanisms. For Duroflex Mattresses, Covid 19 has been a good time to talk about what the brand stands for: sleep solutions.

    She added, “We started looking at people with an intention of what relevant communication we can make during this time. So, we stayed true to our purpose and without commercial gains. I think that is when the real hallmark of longstanding trustworthy brands happen when there is no commercial gain involved." It has also tied up with a influencers to create awareness about sleep solutions.

  • fbb fashion brand Buffalo hits 40-year milestone

    fbb fashion brand Buffalo hits 40-year milestone

    MUMBAI: Celebrating its 40-year milestone, fbb’s fashion brand Buffalo has created a nostalgic campaign, ‘Setting You Free’, featuring brand ambassador Varun Dhawan. The campaign has been conceptualised and created by AndAnd and produced by Jump Films.

    Shot in breathtakingly scenic and quaint natural landscapes, the story travels between past and present where the protagonist, Dhawan, reminisces his experiences as he sifts through his wardrobe. While he touches and feels all his Buffalo apparels, he is taken on a nostalgic journey of all the stories connected to the same. He is reminded of his spectacular adventures, the people he met, the solitude he experienced and how he let go of his inhibitions and set himself free.

    Celebrating the four decade success fbb COO Rajesh Seth said, “It’s not every day that we see brands successfully serve for forty years. We celebrate the 40th year of our iconic brand Buffalo with pride and are filled with gratitude for the undying support by our customers. We believe that this is just the beginning and are working towards achieving many more milestones.”

    Speaking about the campaign, AndAnd Brand Partners Pvt Ltd co-founder Anand Subbarao said, “When you have Varun as an ambassador for a popular brand like Buffalo, executing the campaign is a seamless process. The brand has a strong yet soft personality that matches with the superstar; which is why the film looks distinctly great.”

    Buffalo brand ambassador Varun Dhawan said, “As someone who truly believes in style, I am extremely happy to be associated with a brand like Buffalo which has been creating styles for four decades. Just a glance at the range will make you fall in love with the adventurous, stylish and comfortable collection of the brand. Kudos to Buffalo and I look forward to celebrating many more birthdays with this brand.” 

  • fbb and India’s Original Gully Boy ‘Naezy’ Rap #INDIA Ka Style Anthem

    fbb and India’s Original Gully Boy ‘Naezy’ Rap #INDIA Ka Style Anthem

    MUMBAI: India is a country that is rich in diversity be it through culture, tradition, art, food and most importantly fashion. Every community, city, town and even street has its own style statement. As India’s fashion destination, fbb has created a style anthem by the country’s rap pioneer and original gully boy Naved Shaikh, popularly known by his stage name Naezy. Rapped to his very own beats and lyrics Naezy showcases the alag alag Bharatiya style from every corner of the country in his swag.

    fbb’s #INDIA Ka Style anthem pictures Naezy rapping in different fashion and at the same time encouraging the country’s public to be in style. The anthem celebrates the fashion that is extremely versatile from one wardrobe to the other. Created by Social Kinnect, the anthem is a musical burst with lyrics that connects straight with the consumers. 

    Speaking about the anthem Pawan Sarda, Group Head – Digital, Future Group says, “Music is liberating and extremely expressive especially when it comes to rapping. Fashion and music go hand in hand which is why we are delighted to have the rap guru sing the anthem for fbb. Naezy’s music is catchy and connects instantly with the audience just like the fashion we offer.”

    Chandni Shah, COO at Social Kinnect says, “This has been one of those campaigns on our bucket list, and we believe that no brand would be a better fit for this collaboration than the extremely youth-oriented and on-trend fbb. Naezy is a youth icon, more so now than ever, and we are so excited to have the opportunity to work with him and his one-of-a-kind rapping style. As with all our other campaigns for fbb, we hope this one will help the brand scale even greater heights in the fashion retail space. Here’s to a long and fruitful collaboration!”

    fbb will promote the anthem across all its social media platforms. 

    YouTube: https://www.youtube.com/watch?v=f-qSITH2Fcs
    Facebook: https://www.facebook.com/watch/?v=2003421983285454
    Twitter: https://twitter.com/fbb_india/status/1106517837915418624
     

  • Get ‘Insta’-Fabulous With fbb’s 500 Festive Fashion Stories

    Get ‘Insta’-Fabulous With fbb’s 500 Festive Fashion Stories

    MUMBAI: The festive season is here and everyone wants to look their best. The shopaholics are out and about and fashion brands are all looking to grab their attention and be the trend setters of the season. For all the fashionistas who want to look their best and ace the festive look, look no further.

    fbb, one of India’s leading fashion retail brands promises its customers that they can be the talk of the town, as the brand showcases a versatile, quirky and most importantly, authentic collection to welcome the festivities. To pamper their consumers with choice and give them enough fashion inspiration, fbb has launched a unique Instagram-first campaign, conceptualised by Digital Marketing Agency, Social Kinnect,showcasing fbb's festive collection.

    The ‘500 Festive Fashion Stories’ campaign displays more than 500 looks and styles from the brand's latest festive collection. From Varun Dhawan, Katrina Kaif and Diljit Dosanjh to some of our favourite fashion influencers- Aashna Shroff, Aakriti Rana Gill, Shaurya Sanadhya, Sarang Patil and Priyank Sharma, ‘500 Festive Fashion Stories’ is one of India’s largest 24-hour influencer based campaigns.Exclusive on Instagram stories only for one day, 24 Oct – 8 am onwards, two different looks will be created by 250 fashion influencers – each highlighting a light ethnic and a heavy ethnic look from the collection.

    With 500 festive looks surprising them through the day on Instagram stories, the users can pick their favourite look from fbb’s new festive collection.

    Pawan Sarda, Head- Digital, Future Group said, "fbb has always been a brand that offers customers the best fashion experience and with this idea, we are looking at showcasing 500 different festive looks on one single day and engaging with the audience by giving them the option to choose from the widest festive range available at fbb"

    Chandni Shah, COO, Social Kinnect said, “At Social Kinnect, we believe in challenging the ordinary. We experiment with different mediums and take campaigns where the audiences are. For fbb’s new festive collection, we wanted to showcase variety and versatility to our digital audience in a fun way. The idea was to create an engaging campaign that positions fbb as the preferred fashion destination”

    So stay tuned to get some fashion inspiration from fbb on Instagram!

  • fbb launches its festive collection at Mumbai Airport

    fbb launches its festive collection at Mumbai Airport

    MUMBAI: The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season. Fashion brands are doing everything in their power to ensure that shoppers take notice of them and choose them as their styling partners. So how do you break the clutter and ensure the audience remembers you?

    Fashion retail brand fbb wanted to find the perfect way to launch their biggest festive collection yet. So digital marketing Agency, Social Kinnect conceptualised and brought to life the #fbbAirportMakeover where the beautiful festive collection was launched through a one of a kind fashion show at Terminal 1 of the Mumbai airport and showcased to the audience across the country through a Facebook Live.

    Once the plan was in place, capturing the audience’s attention was key. To do this, fbb reached out to the audience by giving them the unique opportunity to win a free round-trip flight and witness the gorgeous 2nd Runner up of Miss India 2018 Shreya Rao Kamavarapu walk the ramp. But it didn’t stop there, one lucky audience member even got to walk with celebrity showstopper Radhika Apte. 

    fbb also tied up with a few influencers to ensure people who couldn’t make it to the airport in time, could stay updated with the happenings of the event.

    The fashion show seamlessly worked into the feel of a normal day at the airport with models walking onto the ramp from different directions. With a few of the models coming in from around the conveyor belt and a few breaking out from their circles in the audience and walking onto the ramp.

    Best of all, fbb gave all the onlookers a special gift. As their baggage came onto the conveyor belt, each suitcase had an envelope tied up on it that contained an exclusive voucher to shop at fbb.

    Future Group’s head of digital Pawan Sarda says, “For the launch of this year’s stunning festive collection, we wanted to create an experience for our audience that they were least expecting. We wanted to capture their attention in the short span between baggage collection and exiting an airport. And that’s how the fbb Airport Makeover came to life! It’s a first of its kind fashion show at an airport and marks the launch of the beautiful collection we have to offer.”

    Social Kinnect COO Chandni Shah adds, “At Social Kinnect, we  thrive to break conventional boundaries. With that in mind, we spearheaded for fbb, the unveiling of their festive collection in a way that has never been done before.”

  • FBB launches campaign for sleepwear Shyla

    FBB launches campaign for sleepwear Shyla

    MUMBAI: FBB, India’s fashion hub by Future Group, is launching a campaign for its sleepwear brand Shyla.

    Pictured to a peppy music, the campaign is conceptualised by DDB Mudra and showcases the wide range of sleepwear fashion for women. The ‘Pretty Har Pal’ campaign aims at making every woman feel beautiful.

    FBB CMO Prachi Mohapatra said, “fbb has been a pioneer when it comes to trendy youth fashion. We are delighted to launch Shyla and celebrate it with ‘Pretty Har Pal’ campaign. The campaign is refreshing and cherishes small joys of life and at the same time showcases the entire collection.”

    Commenting on the creative  executive creative director Ashish Pathak says, “Through the campaign we wanted to project moments that women cherish being themselves with their loved ones, family and friends. The campaign is a sheer reflection of the light and cheerful moments women create when they are in their comfort zone.”