How We Helped Fabindia Weave the Longest Love Letter to Moms Through Tradition and Storytelling
About
Fabindia has long been synonymous with craftsmanship, tradition, and timeless elegance. Rooted in India’s rich heritage, the brand seamlessly blends artisanal expertise with contemporary design, creating products that celebrate authenticity and culture. With a deep commitment to sustainability and community empowerment, Fabindia collaborates with skilled artisans across the country, bringing handcrafted textiles, home décor, and wellness products to modern consumers. More than just a retail brand, Fabindia is a storyteller—curating meaningful experiences that connect people to their roots while embracing innovation and modernity.
Challenge
Mothers understand their children without the need for words, yet expressing love and gratitude to them often remains unspoken. While emotions run deep, finding the right way to convey them can be difficult. On Mother’s Day, Fabindia sought to bridge this gap by offering a heartfelt, tangible way for people to express their love in a way that was both memorable and meaningful.
Our Approach
- Emotional Storytelling – Crafting campaigns that resonate with deep, personal connections and cultural sentiments.
- Community Engagement – Encouraging active participation from audiences to co-create and share their narratives.
- Digital Amplification – Leveraging social media to create high-impact, shareable moments that drive organic reach.
- Experiential Retail – Transforming brand interactions into immersive experiences within Fabindia’s physical spaces.
Results
ROAS
67
%
Year Over Year
Revenue
24
%
Year Over Year
Sales
15
%
Year Over Year
Results
The #YoursTruly campaign successfully transformed Mother’s Day into a heartfelt expression of love, driving significant engagement and organic participation. The initiative not only strengthened Fabindia’s connection with its audience but also reinforced its positioning as a brand that values emotions, traditions, and meaningful storytelling. With a 525% boost in engagement, over 1000 heartfelt submissions, and a total reach of 2.5L+, the campaign turned a simple expression of gratitude into an artful tribute, further enhancing Fabindia’s reputation as a brand that celebrates human connections.
