MUMBAI:  Following a competitive multi-agency pitch, 80-dB Mavericks, one of India’s premier reputation advisory consultancy, has been awarded the public relations business for Fabindia, a leading lifestyle brand.

The appointment will see 80-dB Mavericks roll-out integrated communications solutions for Fabindia, to drive greater engagement with consumers across India.

Confirming the appointment, Fabindia chief brand and marketing officer Karan Kumar said, “Fabindia is delighted to bring on board 80-dB Mavericks as our strategic PR partner. Their strong team, creative ability and thorough understanding of the brand task gave us the confidence to award them this mandate. At Fabindia, we are very passionate about our unique story – one that is anchored on our strong association with artisans and craftspeople and underpins our diverse product range. We believe the team at 80-dB Mavericks shares our passion and will be able to help us communicate our story to a new generation of consumers, making Fabindia their preferred brand as well.  We look forward to working with the team at 80dB-Mavericks”.

On winning the PR mandate, 80 dB Mavericks co-founder and joint managing director Kiran Ray Chaudhury said, “Fabindia is an iconic Brand and a leader in the retail lifestyle space and we are honoured and delighted that they have chosen us as partners to further their business objectives. This partnership is testament to the strength of our diverse offerings and our senior counsel. Given the current communications landscape, we would be employing a multi-channel approach to drive opportunities for brand engagement to ensure that Fabindia remains highly relevant and personal”.