Fabindia launches Global Dance Challenge to engage online fans

By

Isabelle Crossley

Published
Feb 18, 2021

Ethnic wear brand Fabindia has launched an interactive campaign titled ‘Global Dance Challenge’ to engage its customers and reach new demographics, as fashion brands continue to harness social media for marketing. 

 
Fabindia has invited its customers and fans to join its new dance challenge where three winners will be presented with gift vouchers for the brand, it announced on Facebook. The contest invites participants to film themselves dancing to the track ‘Jerusalema’ and to upload it to Instagram and tag Fabindia’s account. 
 
The coronavirus pandemic and subsequent lockdowns saw brick-and-mortar retail come to a standstill and customer interaction shifted completely online. Brands began to create challenges and contests to keep the attention of their customers while they could no longer do so in a brick-and-mortar store. 

Fabindia’s new challenge shows that, despite a relaxation of lockdown regulations, online connections with customers are proving as important as ever. The increased focus on online retail and social interactions promises to be a lasting trend in Indian retail, especially in the fashion and beauty sectors. With a relatively small investment, brands with engaging initiatives can gain significant publicity and reach wide audiences. 
 
Fabindia also recently released its new collection for spring 2021 and pieces from the line feature in promotions for its Global Dance Challenge. The collection features Chikankari techniques and has a bright, soft colour palette.