Chumbak to allocate 10 per cent budget to marketing

Fashion, lifestyle and home décor brand Chumbak plans to allocate 10 per cent budget this year to marketing initiatives.

The brand will mainly focus on digital platforms besides scaling its omni-channel business. It also plans to resume in-store marketing soon and has signed Bollywood actor Sara Ali Khan as first brand ambassador for its home and watch categories with the #WithChumbak campaign.

The campaign includes three films detailing a day in the life of Khan when she moves in #WithChumbak. These films have been created by The Script Room while the stills and mood films have been created by Verrocchios Workways and the media strategy is handled by Wavemaker India.

The campaign aims to strengthen brand both emotionally and rationally.

Established in 2010, the brand has transformed from accessories to a leading multi-category retailer with a dominating online presence along with 70+ exclusive brand stores.

It currently retails a portfolio of home and lifestyle categories such as décor and living, bed and furnishing, kitchen and dining, watches and accessories. It plans to launch a few categories over the next few months.

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