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?    What is the origin story of BIBA as a brand & the key success factors that helped it scale up?   What is product innovation strategy of BIBA & how does it remain relevant  esp. in smaller towns?   How is BIBA doing influencer marketing & using macro, micro influencers ?   What does being an 'Ethnic Indian' brand mean & how does it manifest itself ? Ekta 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. Ekta 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. Connect with Ekta on  Linkedin - https://www.linkedin.com/in/ekta-dutta-7175a621/ Email her at [email protected] Jagged 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.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at [email protected] 0:00 Preview & Introduction to Ekta  2:15  Disruptive Fashion Campaign #ChangeIsBeautiful  9:36 Pioneer Story of BIBA & Key Success Factors for Rapid Scale Up  13:00 Product Innovation Strategy of BIBA - Brand for 3 Generations  18:00 Strategy for Penetrating Small Towns  20:25 What's Changing in Ethnic Fashion esp. After Onset of Pandemic  24:43  Posturing & Showcasing Collections vs Meaningful Branding  27:45 Influencer Marketing Strategy, Beats of BIBA song  32:14 New Styles BIBA is Launching  33:27 Being an Indian Brand ; Brand for Occasions  38:00 Rapid Fire - Personally Speaking with Ekta  41:00 Connecting with Ekta Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/   #bibamarketingstrategy #bibamarketinghead #Biba