Fabindia Awards Digital Mandate to Zeno Group India
Zeno Group India, a global integrated communications agency, has been appointed as the Digital partner for the Home & Lifestyle retail brand, Fabindia. Zeno won the account following a multi-agency pitch and will manage this account from its Delhi office. As the agency of record, Zeno will lead their brand strategy; content development; and oversee management and execution of digital media.
Fabindia links over 55,000 craft based rural producers to modern urban markets by creating a base for skilled, sustainable, rural employment, and preserving India's traditional handicrafts in the process. All to achieve one goal – to Celebrate India and bring Indian craftsmanship to the world.
The Home and Lifestyle business is the second largest vertical in the Fabindia ecosystem and is a strong strategic focus for the brand. It is also the original category Fabindia launched. The brand will continue to grow with the ‘Many Homes, Many Indias’ philosophy strongly built into its core.
“Fabindia’s Home & Lifestyle business has consistently endeavoured to market products with intrinsic worth which while at one level are inspired by India’s rich cultural traditions and yet at another beautifully compliment contemporary lifestyles of the modern and discerning consumer,” said Karen Kumar, Fabindia’s Marketing Head. The stories behind each and every product are inspiring and we are very happy to bring on-board Zeno as our digital partner and who we hope will help us to make our stories come alive beautifully.
Chief Client Officer of Zeno Group Asia, Papri Dev said, “Fabindia is in a rapidly transforming category with influx of international brands and emerging local players in this space. We’re excited about the journey ahead, to carve a distinctive brand identity for Fabindia’s Home and Lifestyle business along with their Interior Design services – focusing heavily on integrated storytelling across digital platforms.