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Ethnic clothing retailer Fabindia is batting on a new pitch. As the style partner for Maruti Suzuki Cricket Live on Star Sports, the official broadcaster of VIVO IPL 2019, it is fashioning the look of anchors, experts and commentators on the show on all match days.
For Fab India, the partnership is important as it wants to showcase its western casual wear range and the versatility of its product language. It wants to show it has more than kurta pajamas on its shelves. As Karan Kumar, Chief Brand & Marketing Officer, Fabindia said, “One essential element of our marketing strategy has been to help our consumers re-contextualise our products and emphasise on their innate ability to be a part of their everyday lives.” So watch out for cricket anchors outfitted in FabIndia attire.
EPIC expansion
Infotainment channel Epic TV is launching two new television channels — EPIC plus, an HD offering, and ShowBox, a free-to air channel — later this year. Announcing strategic expansion plans, the company unveiled its vision to build itself as a media network through diversification across various media verticals. All new ventures of the company will be consolidated under the banner of IN10 Media.
Currently, the company also operates an OTT platform — EPIC On. On the anvil is the release of a worldwide OTT offering called DocuBay that will air global documentaries. Aditya Pittie, MD, EPIC TV, will spearhead the expansion as Managing Director of IN10 Media.
Hang on to your seats
Film distribution giant PVR Cinemas has tied up with D-BOX Technologies Inc, a leader in immersive motion entertainment experiences, to announce the launch of India’s first D-BOX motion seats. In the first phase of the launch, over 400 D-BOX motion seats will be installed in nine auditoriums across Delhi-NCR and Mumbai. With this new motion seat technology; movie-goers can experience on-screen action through transmission of motion codes to the D-BOX enabled seats. The outcome is an incredible cinematic experience as viewers will feel they are part of the scene. “As part of our first step in the Indian market, D-BOX is looking forward to developing a relationship with Bollywood studios to incorporate D-BOX Motion Code into their movies,’’ said Claude Mc Master, President & CEO of D-Box.
Measure your Social Mojo
Travel platform ixigo has launched a new Twitter campaign ‘#SocialMojo’ to raise awareness about its virtual currency and customer loyalty program, ‘ixigo money’. Based on an algorithm developed in-house, #SocialMojo ranks users basis their following, followers and engagement on Twitter and associates a ‘SocialMojo Score’ to their profile. Users can then claim ixigo money equivalent to their SocialMojo score to book free/discounted flight tickets through ixigo.
Commenting on the strategic campaign strategy, Aloke Bajpai, CEO & Co-founder, ixigo, said, “The idea behind SocialMojo was to design an industry-first growth hack which will help us build a meaningful influencer-brand relationship by targeting micro-influencers and turning our customers into advocates. This is the first time an Indian brand is rewarding Twitter clout.” The platform says that already ixigo money of up to ₹1 lakh has been won.
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