Star India has got a styling partners to dress up the anchors for the Indian Premier League (IPL) 2019 live broadcast. The lifestyle and apparel brand, traditionally known for its ethnic cotton and silk wear, will be using its IPL 2019 association to promote men’s Western wear.
Male anchors during the preview, review and wrap-up studio show Cricket Live will be attired in Fabindia’s Western dresses.
“Western wear for men still constitutes a very small portion of overall sales. Much of the sales is driven by women’s clothing, followed by children and accessories. The aim is to promote western wear range for men, with this tie-up,” Fabindia CEO Karan Kumar, CMO, has been reported as saying.
As part of the deal, Fabindia will be promoted as the official styling partner through aston bands and bottom screen tickers. The deal does not include any on-air advertisement inventory.
The brand may further be promoted through banner and display advertisement on Hotstar during the IPL 2019. The company will monitor the footfall data at its retail outlets to measure the impact of the deal.
“The initiative should be able to drive awareness, besides creating an experience driven engagement. Lastly, the product should be seen in the right context,” says Kumar.
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