Find your Gulabo campaign

Gulabo copy

Key takeaways:

  • The campaign is more focused on customer engagement rather than just selling your product to a customer,
  • Fabindia used a multi-channel marketing strategy that resonated with its audience.
  • This campaign is a great example of how a brand can use a multi-channel marketing strategy to create a buzz around their product and engage with their customer
  • This campaign supports local communities by promoting the work of rural artisans and providing them with economic opportunities, this not only helps to preserve but also contributes to the development of the local economy.


#FindYourGulabo campaign was started by one of the most renowned lifestyle brands in India Fabindia, they are engaged with the textile business primarily. it was established in 1960 by John Bissell to uplift rural artists and promote Indian handmade items. Fabindia started its business as an exporter of home furnishings. By the early eighties, Fabindia was already known for garments made from hand-woven and hand-printed fabrics, The non-textile collection was introduced in 2000, while organic foods, a natural extension of the company’s devotion to traditional techniques and skills, were introduced in 2004, and personal care goods in 2006. In 2008, handcrafted jewellery was introduced. Today, their product range includes a variety of clothing, home decor, personal care, and accessories, all made from natural materials such as cotton, silk, and jute. The brand is well-known for its artful embroidery, handmade textiles, and sustainable production methods. In addition to providing rural craftsmen job opportunities, has played a significant role in promoting Indian handicrafts and textiles. By introducing them into modern styles, the brand has also helped to preserve traditional Indian textiles and crafts. In the Indian fashion and lifestyle industry, Fabindia has become a popular choice among consumers who value sustainability, craftsmanship, and unique design. The brand has also inspired other designers to incorporate traditional Indian textiles and techniques into their collections, leading to a revival of interest in India’s rich cultural heritage. Fabindia links over 55,000 craft-based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India’s traditional handicrafts in the process

Fabindia’s ideology is based on the celebration of individuality and diversity. The institution’s designs and products reflect its commitment to showcasing independent beauty and uniqueness. In a culture where uniformity is commonly appreciated, Fabindia promotes acceptance of one’s individuality and distinctive qualities. The brand celebrates the diversity of India’s cultural heritage, which is reflected in its range of products that feature different fabrics, prints, and embroidery styles, by embracing one’s unique qualities and individuality Fabindia believes that the people can truly express themselves and showcase their personalities through their style choices. This can lead to greater confidence, self-esteem, and a sense of pride in one’s identity. it focuses on showcasing the diverse cultural heritage of India and has helped to promote cross-cultural understanding and appreciation.

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Fabindia usually came up with some movement that helps or guide their customer in the right direction and try to connect with a wide range of people, seeking a lot of attention: Company launched ‘Fabindia experience’ This campaign was launched in 2017 and aimed to provide customers with a unique shopping experience by telling the stories behind Fabindia’s products and the artisans who create them. The campaign featured in-store events, workshops, and other interactive experiences.

In the year 2018, the textile company came up with ‘The fab mind’ to highlight its design philosophy, which is rooted in traditional Indian craftsmanship and modern aesthetics. The campaign showcased Fabindia’s design process and the inspiration behind its products.

In the year 2019, the company launched a campaign called ‘FabIndia for India with a view to promoting stainable and ethical fashion. It aimed to inspire consumers to make responsible choices by highlighting the environmental impact of fast fashion and showcasing their efforts to promote sustainable practices.

Fabindia celebrated 60 successful years in the industry in the year 2020 and started a campaign called ‘Fabindia Celebrates’ in this campaign they featured a series of videos showcasing the artisans behind their products and how religiously they worked to make the final products

This year Fabindia started a goofy social media campaign called “Find Your gulabo” on 10th February 2023. Fabindia took inspiration from Viva Magenta which is Pantone’s colour of the year, “they are encouraging the community, creators, followers, members, and collaborators to #findyourgulabo, find your passion, find your spark, all in the shades of gulabo, and be fab!”

The #FindYourGulabo campaign seeks to capture this essence and inspire people to find their version of ‘Gulabo.’ FabIndia’s new campaign aims to empower people to be confident and comfortable. The brand’s tagline ‘Celebrate Yourself’ encourages individuals to express their true selves and embrace their quirks and unique qualities. Color is a worldwide visual language, and the color we name Gulabo represents the spirit of life. they are delighted to watch how their community finds their gulabo, their joy, their passion, and their spark in everyday living, to revive their energy and enthusiasm. This week-long campaign, which began on February 10th, 2023, and had been seen on their Instagram page, has gone Gulabo!

Why they chose the gulabo colour for the campaign?

Fabindia used a multi-faceted approach to promote this campaign. Social media marketing, influencer marketing, and experiential marketing were all included in Fabindia’s marketing plan for this campaign. They are compelling content to showcase the diversity of its products and the artisans behind them. The content includes videos, images, and blog posts that highlight the stories of the people

Social media marketing: To create talk about the campaign, Fabindia used platforms like Instagram and Facebook. They urged fans to post images of themselves wearing Fabindia’s apparel with the hashtag #FindYourGulabo.

Influencer marketing: Fabindia collaborated with several fashion influencers and bloggers to create content around the campaign. These influencers shared their personal stories and experiences with the hashtag and posted them on their pages which encourages others to take part in the campaign.

experiential marketing: they created a unique experience for customers by involving them in the campaign. Company has organized such activities, competitions so that customers took part and post their story and Fabindia value their customer and make them feel special by throwing some rewards at them.


In conclusion, FabIndia’s #FindYourGulabo campaign is a colorful and inspiring celebration of individuality and self-expression. It is a reminder that everyone is unique and special, and that our differences should be celebrated, not hidden away. It has been successful in creating awareness and enthusiasm among customers, particularly women, to embrace their unique identity and wear pink colors. The campaign’s emphasis on user-generated content and social media sharing has encouraged customers to post pictures of themselves in pink, which has helped to spread the message of diversity and inclusion to a wider audience FabIndia’s campaign is a refreshing change in the world of fashion and marketing. This has had a positive impact on customer engagement and brand loyalty, as customers feel more connected to the brand’s mission and values. Additionally, the campaign’s focus on ethical consumerism and sustainable livelihoods has resonated with customers who are increasingly concerned about the impact of their purchases on society and the environment. By supporting local communities and promoting ethical practices, Fabindia has created a loyal customer base that values not only the quality and design of its products but also the positive impact it has on society.

It is a great example of how companies can use marketing to promote social responsibility and sustainability while also creating value for their stakeholders. By creating awareness and enthusiasm among customers and emphasizing ethical consumerism and sustainable livelihoods, the campaign has helped to build a strong community around the brand and promote positive change in the world. This campaign is a testament to the power of marketing in driving social change, and it serves as an inspiration to other companies looking to make a positive impact on society. Through this campaign, Fabindia was able to reach a wider audience and by embracing individuality, authenticity, and inclusivity Fabindia created a unique experience for its customers and built a stronger connection with them.

Divy Thakkar

Content writer

Palak Sharma

Graphic designer

Ansh Khemani


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