26th April 2017, Mumbai: fbb, the fashion destination of Future Group, celebrated World Shorts Day on 23 rd April 2017 across all fbb stores PAN India. The idea behind World Shorts Day was to create consumption for fashion, create a unique category which can see the sale of shorts and make every Indian aspire to wear shorts. Fbb has therefore trademarked world Shorts Day and every year on the third Sunday of April this day will be celebrated Pan India.
The campaign was split into phases where teasers to create curiosity in the customer’s mind was created with #DropThePants, Launch of Worlds Shorts Day with Vir Das, #DropThePants Challenge to win a free pair of shorts and shop at fbb on 23rd April to win a trip to Goa.
The campaign received great footfall at all fbb stores. 1.5 lac shorts were sold during this phase. More than 3.5 lac registrations and over 3000 entries for #DropThe Pants contest. The Ads and post reached over 6.5 million consumers.
“WSD, our first ever Digital campaign, when conceptualized, we took an interesting challenge to go big on Digital only to target our audience that’s majorly youth owing to shorts as a category. Celebrating it only on the digital ecosystem not only helped us reach the relevant audience but also helped drive business in a big way” quoted, Mr Pawan Sarda, Head- Digital, Future Group.
Fbb has created shorts as a category for the youth with this different and innovative campaign. This has created a trend especially with the generation that loves to follow fashion in the true sense.
About fbb:
Fbb is the fashion hub of Future Group. India’s Fashion Hub, has been the face of affordable fashion destinations in India since 2008. With a mission to make India Thoda aur stylish, its philosophy reinstates the fact that it doesn’t cost much to be stylish with fbb. It believes in aspirational value fashion.