National, 27th August 2024: In an exciting new partnership, BIBA, one of India’s most beloved women’s fashion brands, has announced Bollywood superstar Kriti Sanon as its new brand ambassador. This collaboration reflects BIBA’s enduring commitment to blending the rich heritage of Indian fashion with contemporary designs that resonate with the modern Indian woman.
A Campaign that Honors Tradition with a Modern Twist
The campaign, titled “There’s Something BIBA About Her,” beautifully encapsulates the essence of BIBA’s AW24 collection. Conceptualized and executed by Enormous Brands, the ad film takes viewers on a vibrant journey through BIBA’s collection. Each piece, showcased by Kriti Sanon, is a harmonious blend of traditional Indian motifs and modern silhouettes, perfect for festive and special occasions.
Kriti Sanon’s effortless style and grace bring the collection to life, making it clear why BIBA remains a go-to brand for women seeking to embrace their roots while stepping confidently into the future. From grand celebrations to casual outings, BIBA offers a diverse range of styles that cater to every woman’s taste, ensuring that every piece adds a touch of glamour to her wardrobe.
The Legacy and Vision Behind BIBA
Founded in 1988 by Mrs. Meena Bindra, BIBA started as a humble venture from her home in Bombay with just eight thousand rupees. Over the years, the brand has become synonymous with quality, innovation, and the celebration of Indian heritage. Today, under the leadership of Managing Director Siddharath Bindra, BIBA continues to set trends in the fashion industry, offering a wide array of products, including Salwar Kameez Dupatta (SKD), Mix & Match (M&M), and unstitched fabrics, as well as jewelry, fragrances, wallets, and footwear.
Siddharath Bindra, Managing Director of BIBA Fashion, expressed his excitement about the collaboration, saying, “We are happy and excited to have Kriti Sanon as part of the BIBA family. Kriti is the epitome of the modern Indian woman—confident, graceful and deeply connected to her roots, which aligns perfectly with the BIBA ethos. Her journey from a talented actress to a beloved household name mirrors our brand’s evolution over the years. This partnership is not just about endorsing a collection; it’s about celebrating the spirit of every BIBA woman and girl who embraces tradition while stepping confidently into the future.”
Also Read: Vic X Unveiled: North Sydney’s New Hub of Vibrancy and Connectivity by Lendlease
Kriti Sanon’s Take on the Collaboration
Sharing her thoughts on becoming BIBA’s brand ambassador, Kriti Sanon said, “I am elated to be a part of the BIBA family and launch the stunning Festive collection. BIBA is a brand that celebrates Indian heritage and empowers women through fashion. It’s a brand that truly understands the modern Indian woman and her evolving style and offers something stylish for every occasion and age group.”
BIBA: A Brand Rooted in Indian Heritage
With 355 stores across 26 states in India, BIBA has firmly established itself as a leader in the Indian fashion industry. The brand is not only known for its innovative designs and varied color palettes but also for its commitment to making Indian fashion accessible to women of all ages and backgrounds. As BIBA continues to expand its product offerings and geographical reach, the brand remains dedicated to honoring its roots while embracing the future.
Tanima Kohli, Copy Group Head at Enormous, shared her perspective on the campaign, saying, “The film celebrates the spirit of the modern Indian woman—independent, successful, and one who is unafraid to embrace her Indian culture and roots. And in doing so, we created a campaign that could only be owned by an iconic brand like BIBA.”
The campaign, “There’s Something BIBA About Her,” featuring Kriti Sanon, can be viewed on BIBA’s official website and social media platforms, including YouTube, Facebook, and Instagram. The film is a testament to how BIBA seamlessly weaves Indian heritage with contemporary trends, making it a brand that every modern Indian woman can relate to.
