Publicis bags Fabindia’s creative duties

Publicis South Asia has bagged the creative duties of Indian lifestyle brand Fabindia following a multi-agency pitch. The business will be handled by the agency’s Delhi office.

The brand is present across fashion, home furnishing furniture, personal care and organic foods; made using traditional techniques, skills and hand-based processes by rural craftsmen and women.

The company was in the news earlier this year for being about to launch a western wear line under the label ‘Fabels’.

Subrata Dutta, CEO, Fabindia, said, “Fabindia is an iconic lifestyle brand that celebrates India and we want to leverage its inherent strengths. In Publicis we have found the right partners to do this. We are looking forward to their contribution on our brand.”

“Fabindia is the definitive Indian brand. To reinterpret a brand’s strength is a once in a lifetime opportunity and we are looking forward to working on it. Our objective will be to engage the audience in a fresh, surprising and rewarding manner,” said a joint statement quoting strategy head Partha Sinha and creative head Bobby Pawar, directors, Publicis South Asia.

Nakul Chopra, CEO, South Asia, Publicis, added, “Fabindia have indeed been a definitive benchmark in their market. At Publicis, we have a history of setting standards in the lifestyle and retail space. We are very proud to be associated with Fabindia and together we hope to create path breaking work.”