CHALLENGE
Working with a brand as expansive as Fabindia, the challenge lay in orchestrating five distinct photo campaigns that each had their own focus yet spoke a shared visual language. It also meant working with a larger numnber of SKUs and huge teams across styling, photography, and marketing, and making sure everything and everyone was on the right track.
Founded in 1960, Fabindia is a leading chain store retailing garments, home-decor, furnishings and products handmade by craftspeople across rural India.
APPROACH
We created a cohesive communication system for all teams and stakeholders to lean on while working on all the campaigns. Our role was more than directing visuals, we had to hold all threads together to organise and enforce so the campaigns felt cohesive, impactful, and aligned with brand goals.