Following a competitive multi-agency pitch, 80-dB Mavericks, one of India’s premier Reputation Advisory consultancy, has been awarded the public relations business for Fabindia, a leading lifestyle brand.
The appointment will see 80-dB Mavericks roll-out integrated communications solutions for Fabindia, to drive greater engagement with consumers across India.
Fabindia, a brand long associated with crafts and clothes created with local rural artisans, recently announced that they would roll out over 40 experiential stores in the next one year. These stores would include a cafe and customization.
Confirming the appointment, Karan Kumar, chief brand & marketing officer, Fabindia said, “Fabindia is delighted to bring on board 80-dB Mavericks as our strategic PR partner. Their strong team, creative ability and thorough understanding of the brand task gave us the confidence to award them this mandate. At Fabindia, we are very passionate about our unique story – one that is anchored on our strong association with artisans and craftspeople and underpins our diverse product range. We believe the team at 80-dB Mavericks shares our passion and will be able to help us communicate our story to a new generation of consumers, making Fabindia their preferred brand as well.”.
On winning the PR mandate, Kiran Ray Chaudhury, co-founder & joint managing director, 80 dB Mavericks, said “Fabindia is an iconic brand and a leader in the retail lifestyle space and we are delighted that they have chosen us as partners to further their business objectives. Given the current communications landscape, we would be employing a multi-channel approach to drive opportunities for brand engagement to ensure that Fabindia remains highly relevant and personal”.