Campaign logic: A conversation starter in ethnic wear

Biba has launched its first television commercial

Brand: Biba

Budget: Rs 10-12 crore*

Agency: Lowe Lintas

Biba, the Delhi-based ethnic wear brand, has launched its maiden television commercial (TVC) as it looks at expanding its reach and store footprint in a growing segment of the apparel market. The advertisement shows a bride-to-be partying with her family and friends to a contemporary dance number. She and her brother try to persuade their grandmother to join them but the old woman is not convinced. A young woman on a microphone then calls out and cajoles the elderly into dancing as she gets the track