As a group, we analysed the brand FabIndia and created a creative strategy and campaign for the same.

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#NewFormalNewNormal

A brand strategy aiming to promote Indian ethnic wear as Formal Wear. Ethnic wear is mostly seen as clothing that is worn on traditional occasions. We questioned the wearing of ethnic wear in different scenarios. We believe formalwear should be comfortable, stylish and feel confident.

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The goal of this brand strategy is to change the perception of what formalwear can be. Fabindia wants to show the world that ethnic wear is not just for special occasions, but also in a professional setting.

 

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