Retail players forcing e-commerce to invest more on traditional marketing, says Prachi Mohapatra of Fbb

Technology is paving the way for an era of e-commerce warfare. Most perfectly crafted e-commerce sites work for impulse shopping, offering both the ability to buy products with just a click and the promise of quick delivery. But this year, Fbb has taken the traditional route. Having launched special Pujo collections for a few years now, this year, Fbb has taken the promotions of this year’s collection a notch higher by launching its very own fashion-on-wheels, ‘Glam Tram’, in the City of Joy.

Prachi Mohapatra

BestMediaInfo.com caught up with Prachi Mohapatra, CMO, Fbb, who spoke about the idea behind this innovative initiative, challenges faced and the brand’s positioning during the festive season.

Mohapatra feels, “Retail players are forcing e-commerce to invest more on traditional marketing. All e-commerce sites are marketing and doing promotional activities through traditional media.”

Trams are an important part of India’s heritage and legacy. However, never have they been used for marketing and branding purposes. This is the first time that a brand is utilising the nostalgia attached to trams. Fbb’s treasure trove for fashion was unveiled at the Nanopukur tram depot in Mallick Bazaar. A grand fashion show, with actor Mouni Roy as the showstopper, was the highlight of the glamorous celebration on September 10.

Talking about the idea behind the Glam Tram, Mohapatra said, “People have started seeing trams not as a mode of commute but as heritage and nostalgia with them. It holds a lot of warmth for the people. For us, it is our contribution to protect and envisage a part of the heritage and less a marketing strategy.”

Influencer marketing has made its way to the forefront and brands are devoting more time and effort to the tactic than ever before. “In contrast to our anxiety about how the initiative will fare, it has been received very well. We plan to work with various influencers who are an integral part of Kolkata. On September 24, actor Prosenjit Chatterjee will take a tram ride throughout the city,” Mohapatra said.

About the difficulties they faced while implementing the idea, Mohapatra said, “Trams are one of those transports which have not seen modern technological transformation. One of the main challenges has been fabricating the tram. A lot of carpentry and technological inventory were needed. Moreover, we also had to think of maintenance.”

Joining the bandwagon of outdoor marketing, Fbb is planning more innovative outdoor communications.

About plans to go into the interiors of West Bengal with the Pujo collection, Mohapatra said, “Big Bazar is entrenched in the entire state of West Bengal. It is one of our primary markets. A couple of store inaugurations are lined up for the next four-five weeks.”

Top retailers, marketers and ecommerce marketplaces eye on the festive season for sales to go up. The festive season accounts for 30-45% of annual sales for several consumer industries. “There is no specific window. Festive season changes, for example Ganesh Chathurti happens in the month of August or September. As a national brand, each region of the country is important. So our festive season starts as early as Onam celebration in the south and goes way beyond Diwali,” she added.

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