Fabindia, the lifestyle retail brand, announced its partnership with Star Sports, the official broadcaster of Vivo IPL 2019. As a style partner, Fabindia will style anchors, experts and commentators across all feeds on all match days on the Maruti Suzuki Cricket Live show.
In a first for the lifestyle brand, cricket anchors will be dressed in Fabindia’s everyday causal western wear for men.
Viney Singh, Managing Director, Fabindia, said, “Cricket’s popularity and universal appeal resonates across India. It is this synergistic appeal that we are very excited about, and are looking forward to the association with Maruti Suzuki Cricket Live where the male anchors will sport Fabindia’s men’s wear. The programme will be telecast in seven regional languages along with English – the reach was close to 350 million last year."
Commenting on the brand’s first-ever marketing partnership with cricket, Karan Kumar, Chief Brand and Marketing Officer, Fabindia said, “One essential element of our marketing strategy has been to help our consumers re-contextualise our products and emphasise on their innate ability to be a part of their everyday lives. The western casual wear category for men is especially important for us. We believe that the Maruti Suzuki Cricket Live’s unparalleled reach combined with the sartorial style of its anchors would be a great platform to showcase the versatility of our product language to almost a billion people across the country.”
“Star Sports is pleased to have Fabindia as the style partner on Maruti Suzuki Cricket Live. The show and its anchors appeal to a large base of cricket fans across India. We are excited that Fabindia is leveraging the show’s audience reach and its anchors in a very innovative manner to promote their men’s wear range,” said a Star Channel spokesperson.
Vivo IPL 2019 went live on March 23 and will continue till May 12. This season, Star Sports is targeting a TV reach across sports and movie channels, and will have feeds across eight languages -- Hindi, English, Tamil, Telugu, Kannada, Marathi and Bengali, on TV and through the digital video application, Hotstar.