BIBA's Digital Ad film Bagged PRCI's Special Jury Award

BIBA - the leading ethnic apparel brand has been honoured with PRCI’s Special jury award for its digital ad film #ChangeisBeautiful. PRCI held its annual flagship event, Global Communication Conclave’s 10th annual series, at Kolkata on January 22; 2016.The theme of the Conclave was Digital Now – What Next, which perfectly aligns with BIBA’S marketing plans.Recently, BIBA came up with a powerful digital film showcasing the wide spread gender prejudices in our culture when it comes to arranged marriages. Within the first 19 hours of its release, the digital ad film received over 1 mn views. The film features a well-known south Indian actress Regina Cassandra who has starred in movies like Rajathandhiram, Kedi Billa Killadi Ranga. Till date it has received over 14 million views on YouTube and Facebook and is still generating a lot of online buzz.

Commenting on their prestigious award win, Mr. Siddharath Bindra, Managing Director, BIBA said, “It’s a proud moment for all of us at BIBA. I sincerely thank the jury members for appreciating our effort. I am overwhelmed with the recognition and response we have received for our first digital ad film. And it gives me immense delight to be able to emotionally connect with our audience through this digital ad film”

BIBA, a synonym for pretty women in Punjabi, is literally a home grown ethnic wear brand, started by Mrs. Meena Bindra from her house in Bombay with a partly sum of eight thousand, way back in 1988. Soon, the brand started spreading its wings in and around the city as the product’s styling and beautiful hand block prints started getting fantastic response from the local communities, including many filmstars as well. The retail revolution in the country gave the brand the desired recognition and an opportunity to grow across the country. Symbolizing the strength and the spirit of today’s woman, BIBA today is the most loved ethnic wear brand in the country. With a prime objective of providing trend setting and fashionable Indian attire at an affordable price, BIBA products are available in all three categories of SKD (Salwar Kameez Dupatta), M&M (Mix & Match) and Unstitched Fabric. The popular demand from its avid patrons, led the company to introduce BIBA Girls, a dedicated range for kids between 2 to 12 years. With an aim to tap the burgeoning premium ethnic and bridal wear segment in the country, BIBA joined hands with designers- Manish Arora; by taking up 51% stake in ‘Indian by Manish Arora’ brand in 2012 and recently acquired a substantial minority stake in the designer label- Anju Modi.  Biba also collaborated with Rohit Bal and launched a collection ‘BIBA by Rohit Bal,’ that is retailed at select BIBA stores.

BIBA products are available through 197 stores in 75 cities, apart from presence in all the major retail chains in the country like Shopper’s Stop, Lifestyle, Pantaloons and Central. Over the years, the brand has received awards & recognition from various organizations, the most recent one being the ‘Most Admired Women’s Indian wear Brand’ by Image Group, for the fourth time, credited to its innovative designs, fit, silhouettes and varied color palette. The brand is guided by the vision of Siddharth Bindra, who as Managing Director is responsible for overall growth of the brand.

Link to video: https://www.youtube.com/watch?v=aS_wwC8P12IFB