Biba ties up with Publicis India for communications
Women’s ethnic wear brand, Biba, has partnered with strategic creative and digital solutions business, Publicis India, and will create a new range of media campaigns and brand strategies to promote growth.
Through the new tie-up, Publicis India will be responsible for Biba’s advertising, strategic direction, and brand activation ideas. The business will run the account from New Delhi and seek to continue to grow the ethnic wear brand across India.
“I am happy to associate with Publicis as our communication partner for our brand Biba as the company brings quality of experience with them,” Biba Apparels’ managing director, Siddharath Bindra, told Branding Asia.
“For Biba, we always look for a partner who can understand and resonate with the aesthetic of the brand and we saw this in the team and the work they presented. We look forward to partnering with them.”
“We are delighted to have Biba Apparels as our client,” Publicis India’s managing director, Srija Chatterjee, said in a statement.
“It also feels great that our strategic approach and communication idea found resonance with what Biba has in mind for the Indian market and hope to maintain the brand as a favourite of Indians. To reinterpret a brand’s strength is once-in-a-lifetime opportunity and we are looking forward to working on it.”
Biba launched in 1988 and retails ethnic and fusion womenswear, accessories, and girl's wear. The brand retails from exclusive brand outlets in around 100 Indian cities and its dedicated e-commerce store, as well as from multi-brand retailers both offline and online.
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