#IndiaKaStyle

2X foot traffic

Increased Brand Visibility

Objective

India’s fashion landscape is as diverse as its culture, with every city, street, and community flaunting its own unique style. As a leading fashion destination, fbb wanted to celebrate this diversity and solidify its identity as the go-to brand for fashion across the country. The goal was to connect with fashion-conscious audiences and inspire them to embrace their individual styles while driving foot traffic to stores.

Execution

The Style Anthem: Collaborated with India’s rap pioneer, Naezy, to create an electrifying anthem that celebrated the “Alag Alag Bharatiya Style” (Diverse Indian Style). The anthem, written and performed by Naezy, showcased the unique fashion vibes from every corner of the country, blending desi swag with his signature beats and lyrical flair.
Visual Storytelling: The music video captured Naezy rapping in bold, versatile outfits that highlighted different regional fashion statements - from street style to ethnic wear - encouraging audiences to express their own “India Ka Style.”
Audience Engagement: The campaign invited people to share their unique fashion looks, making it an inclusive celebration of individuality and pride in Indian style.

Impact

Double the foot traffic

The campaign resulted in a twofold increase in in-store foot traffic, driving substantial growth in sales.

Brand Visibility

The anthem resonated across social platforms, reinforcing fbb’s position as India’s fashion destination.

Cultural Relevance

By tapping into Naezy’s widespread influence, the campaign became a celebration of India’s diverse yet unified style, sparking conversations and fashion inspirations nationwide