To engage customers and reach new demographics, ethnic wear brand Fabindia has launched an interactive campaign titled ‘Global Dance Challenge.’ Fabindia has invited customers and fans to join the new dance challenge which will reward three winners with gift vouchers. The contest urges participants to film themselves dancing to the track ‘Jerusalema’ and upload it on Instagram and tag Fabindia’s account.
Fabindia’s new challenge proves the importance of having online connections with customers despite a relaxation of lockdown regulations. Online retail and social interactions promises to be a lasting trend in Indian retail, especially in the fashion and beauty sectors. Brands can launch their engaging initiatives with a relatively small investment on these platforms. Fabindia also recently released its new collection for spring 2021 featuring Chikankari techniques in a bright, soft colour palette.