BIBA is expecting strong revival in apparel demand this festive season: Siddharath Bindra

BIBA, one of the leading women’s wear brands in India, founded by Meena Bindra in 1988, has unveiled a new ad film announcing its collaboration with actress and fashion icon Kriti Sanon. The partnership speaks of BIBA’s commitment to honouring and paying tribute to India’s heritage and rich cultural roots amid the introduction of modern-day and contemporary designs.

The ad film, titled ‘There’s something BIBA about her’, captures the true spirit of BIBA as a brand, where every outfit is crafted so that it becomes the meeting point of modernity with traditions.

The ad film shows Kriti Sanon taking the audiences on a culturally enriching journey with a twist of modernity and the easy-going fashion trends of the 21st century. Sanon is seen to be adorned with gorgeous and colourful BIBA outfits crafted in exquisite designs. It further portrays the photographers asking her about the designer (making the connotation towards some well-known designer), and it then takes the viewers through the journey of the artisans who meticulously create such handcrafted aesthetic designs each day and bring out the BIBA in every woman. The ad concludes by narrating – “When she owns her roots with such grace, there is something BIBA about her”, equating BIBA to our roots and heritage.

Watch the ad film:

In conversation with Adgully, Siddharath Bindra, Managing Director, BIBA, speaks about the concept and the creative thought behind the new campaign launched by BIBA, the message that the film is trying to convey, the reason for the collaboration with actress Kriti Sanon as the brand ambassador. He also discusses the TG for the campaign along with its marketing/ media mix strategy, what forms the core of the creative communication process at BIBA, the plans of BIBA for the festive season this year, and more.

Could you take us through the concept and the thought behind the new campaign launched by BIBA? What is the message the ad film is trying to convey and how does it aim to resonate with the audiences? What does the tagline ‘There’s something BIBA about her’ stand for?

Our latest campaign is all about paying homage to our Indian roots and how the spirit of BIBA encapsulates tradition with modernity in every collection. We have partnered with the Bollywood fashion sensation Kriti Sanon for the same, as she is a BIBA woman in every way. Through this campaign, we are showcasing our commitment to honouring Indian heritage while introducing contemporary and modern designs. We are celebrating the spirit of the modern Indian woman of today who is not only independent and successful, but also does not shy away from embracing Indian culture.

The tagline, “There’s something BIBA about her”, celebrates the woman and how she gracefully balances tradition with a modern flair, when she inspires everyone around her with her compassion, when she rises to the top while staying connected to her roots she is a reflection of what BIBA stands for and hence, there is something BIBA about her.

What was the reason for the collaboration with actress Kriti Sannon as the brand ambassador for the campaign? How does this decision reflect the evolving brand identity of BIBA and what does it imply for the brand’s future?

We had to choose a person who embodies BIBA’s values and spirit. It was not just about collaborating with a famous personality, but with someone whose persona and journey so far reflects what BIBA stands for. Kriti Sanon embodies the spirit of BIBA holistically – balancing tradition with a contemporary twist. She brings forth an authentic personality in an empowered state, inspiring many young women who are wearing many hats and embracing each role to the fullest. She is graceful, elegant, and has a modern sensibility – all qualities that form the core of BIBA.

The preferences of the Indian consumer are constantly evolving, which is reflective of the evolving identity of women today. We see a variety of styles, tastes, and choices. With the onboarding of Kriti as our new brand ambassador, our target audience has expanded to include a younger, more fashion-forward demographic while remaining connected to our core customers who value traditional wear.

The ad film shows how actress Kriti Sannon owns her roots gracefully, expressing the essence of the rich cultural heritage of India blended with contemporary and modern designs. What led to the inception of this idea and how important is it to carry and own our roots wherever we go through our clothing?

Through the ad film, we are celebrating fashion and the culture and heritage of India. Carrying and owning your Indian roots through clothing can be a meaningful way to connect with your heritage while expressing your identity. Clothes are a natural extension of your personality and embodying your culture through clothes is a very organic way of self-expression.

India is a country that is so rich in culture and being an Indian wear brand we take a lot of inspiration from the rich heritage of our country. We feel it’s essential to celebrate India and we do this through our collections.

What made Kriti Sanon the ideal choice for portraying the concept of the juxtaposition of tradition with modernity by wearing BIBA?

Kriti is a beautiful amalgamation of traditional values and modern sensibilities. She is grounded and rooted in Indian culture despite being so successful and independent. As a personification of traditions and modernity, we felt she was an ideal fit who would resonate well with our core audience that values rich traditions and the younger lot which has a more evolved fashion sense.

Which creative agency has conceptualised the campaign and what was the creative brief given to them?

The campaign has been conceptualized by Enormous. The creative brief was a reflection of BIBA’s ethos as it revolved around the spirit of the modern Indian woman, who is independent and successful and openly embraces her Indian culture and roots. We wanted to showcase the BIBA woman in a world of celebration infused with energy in whatever she does and wherever she goes. For her, life is full of opportunities and she believes in shining through all of it with BIBA with confidence and grace.

Who is the TG for the latest campaign by BIBA and what is the marketing/ media mix strategy of the campaign? How has the TG of the BIBA evolved over the years and what does it indicate about the evolving consumer behaviour towards the women’s ethnic wear industry in India?

The target group for this campaign includes our core base and every woman who has an interest in Indian wear. The fashion landscape is constantly evolving and so is the woman and her choices. From following traditions to embracing them and adding their elements to revel in them the woman today has expanded her boundaries. We also see the increase in demand for fusion styles from our audiences as they take like the blend of tradition and modernity.

We also see youngsters taking an interest in Indian fashion and the possibilities of creating various looks within this space.

To ensure that we speak to consumers the right way, BIBA is actively using multiple approaches to connect with both our loyal audience and the younger generation. We have included digital content, influencer collaborations, and collections that seamlessly blend tradition with contemporary trends, ensuring that every woman finds a piece of her heritage in BIBA.

Our media mix is a combination of offline and online activities, with a focus on digital and analytics.

What forms the core of the creative communication process at BIBA, and what are the upcoming marketing campaigns/ initiatives by BIBA?

BIBA’s marketing plan for the upcoming year focuses on its strategic seasonal launches, with the Autumn-Winter collection leading the way, showcasing the latest in Indian wear for women. Apart from this, we are also focusing on our festive wear and wedding collections.

Biba Girls is an important category for us and we have a lot of brand love from our customers. We will be focusing on this as well.

What are the expectations of this campaign and how is BIBA leveraging AI, and social media to promote it and reach newer consumers through this campaign?

We stay on top of social media trends and engage with younger consumers through vibrant content and collaborations with young influencers. These partnerships help enhance brand affinity and make our collections more relatable. In today’s marketing landscape, influencers play a crucial role. They help bridge the gap between brands and consumers by making our products more relatable and aspirational. By bringing a personal touch they reach niche audiences which might be difficult to tap through traditional advertising. We carefully select the influencers who genuinely align with our brand values and resonate with our target audience to ensure a meaningful collaboration. This approach ensures authenticity and helps build a stronger connection with our audience.

What are the plans of BIBA for the festive season this year and what is its festive marketing strategy? What are the new developments, and innovations at BIBA?

Our marketing strategy for the festive season revolves around amplifying brand visibility and driving engagement through targeted digital campaigns that highlight the range BIBA has to offer. We work with and leverage various channels, including digital, print, outdoor, and in-store promotions, to create a festive buzz and connect with consumers emotionally.

During this time of the year, we significantly have to increase our marketing spend to capitalize on the heightened consumer activity, ensuring that we stand out in a competitive market and maximizing our reach during the festive and wedding shopping season.

The last two years have posed a challenging environment for the apparel sector, but we are optimistic the upcoming festive season will be different. We are looking forward to a strong revival and are expecting the apparel demand to bounce back this festive season.

Is BIBA launching a new collection through this campaign? What is the design philosophy of this new collection and its USP?

We have launched our Autumn-Winter 2024 collection, which is a celebration of India’s rich cultural heritage. It is infused with contemporary designs, vibrant colors, and luxurious fabrics, designed to cater to all three generations alike. It offers something special for every woman in the family. The collection features a diverse range of styles, from classic Indian wear to celebration wear. The designs have been thoughtfully curated blending tradition with modernity ensuring the wearer feels confident and beautiful. Additionally, the collection features modern geometric prints and fusion wear, blending tradition with contemporary trends.

Also Read: BIBA unveils ad campaign celebrating Indian heritage ft Kriti Sanon