Ep 67 : Ekta Dutta on BIBA India Marketing Strategy - Indian Ethnic Fashion Brand Story
How did the campaign #ChangeIsBeautiful really disrupt the fashion industry ? What were the key insights behind the campaign & the marketing goals?
\nWhat is the origin story of BIBA as a brand & the key success factors that helped it scale up?
\nWhat is product innovation strategy of BIBA & how does it remain relevant esp. in smaller towns?
\nHow is BIBA doing influencer marketing & using macro, micro influencers ?
\nWhat does being an 'Ethnic Indian' brand mean & how does it manifest itself ?
\nEkta Dutta answers the above questions as she talks about a pioneer ethnic brand BIBA, which has many firsts in the area of Indian ethnicwear marketing & brand-building.
\nEkta Dutta is Head Of Marketing at BIBA Apparels Private Limited. Ekta has over 15 years of experience across categories with a passion for understanding consumers and translating the knowledge into actionable results that lead to demand generation & increase in revenue.
\nConnect with Ekta on Linkedin - https://www.linkedin.com/in/ekta-dutta-7175a621/
\nEmail her at ektadutta@gmail.com
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\n0:00 Preview & Introduction to Ekta
\n2:15 Disruptive Fashion Campaign #ChangeIsBeautiful
\n9:36 Pioneer Story of BIBA & Key Success Factors for Rapid Scale Up
\n13:00 Product Innovation Strategy of BIBA - Brand for 3 Generations
\n18:00 Strategy for Penetrating Small Towns
\n20:25 What's Changing in Ethnic Fashion esp. After Onset of Pandemic
\n24:43 Posturing & Showcasing Collections vs Meaningful Branding
\n27:45 Influencer Marketing Strategy, Beats of BIBA song
\n32:14 New Styles BIBA is Launching
\n33:27 Being an Indian Brand ; Brand for Occasions
\n38:00 Rapid Fire - Personally Speaking with Ekta
\n41:00 Connecting with Ekta
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\n#bibamarketingstrategy #bibamarketinghead #Biba