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Fashion’s New PR Playbook for India

Publicists are embracing ‘glocal’ storytelling and more culturally nuanced activations to tap the fast-growing India market.
Cover shoots of the Indian editions of Harper’s Bazaar and Esquire magazines featuring Jaipur's royal sibling duo, titular princess Gauravi Kumari and titular maharaja Sawai Padmanabh Singh, wearing Cartier jewellery and accessories.
Covers of the Indian editions of Harper’s Bazaar (Jan-Feb. 24) and Esquire (Apr. 25) magazines featuring Jaipur's royal sibling duo, titular princess Gauravi Kumari and titular maharaja Sawai Padmanabh Singh, wearing Cartier jewellery and accessories. (Harper’s Bazaar India and Esquire India)
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BoF PROFESSIONAL

Last month, L52 Communications entered India with a six-member office in Mumbai, expansion plans for New Delhi and dedicated “India teams” at the company’s New York and London headquarters. The timing of the move was down to the dynamism and global relevance of the Indian fashion scene, says

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Further Reading

Can Global Brands See Beyond Bollywood in India?

Actors are a particularly effective way of reaching Indian consumers, but fashion brands should consider widening the net to include other famous faces like local musicians, athletes and celebrity influencers, say marketing experts.

Is This Luxury’s Watershed Moment in India?

Brands like Dior and Valentino are banking on India’s high growth potential, but it will take more than dazzling shows and sleek stores to turn this complex market into a major revenue source.

Meet India’s New ‘It Girls’

Fashion brands like Dior, Ralph Lauren and Jimmy Choo are cosying up to a new generation of actresses, socialites and aristocrats who capture the zeitgeist in India’s rapidly growing luxury market.

About the author
Praachi Raniwala

Praachi Raniwala is a contributing writer at The Business of Fashion. She is based in India and specialises in luxury fashion, travel, and jewellery.

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