To raise awareness for FabAlley, make it stand out in the crowd, create affinity and saliency in the cluttered, trend-driven, discount-led fashion e-commerce world.


An act that was a first for our country, for the fashion category and in the landscape of Indian pop-culture - a naked stand-up featuring renowned comedienne RadhikaVaz, delivering a powerful monologue against the societal judgments on her body & clothes.

Interacting with users on a real-time basis on all social media platforms, we responded to every positive or negative comment and even got RadhikaVaz to take over the FabAlley Twitter handle to engage and face-off with our audience with her trademark wit.

We released 4 additional videos to keep up the momentum of the campaign, including a Manifesto video #UnfollowManifestoalong with a website makeover and a mobile optimized site, keeping in mind the browsing habits of our target audience.


300k+ all organic visits for Unfollow videos

Tremendous buzz & earned mediacovered on MTV, NDTV, Elle, afaqs, Daily Bhaskar, BestMediaInfo, PopXO, MOM, iDiva, Men’s XP, Hello TV, FashionUnited, Linkis, india.com, IBN Live and CampaignIndia

#Unfollow, #beanunfollower both trended Nationally in India on 15th Jan

60% growth in brand community

46% growth in user engagement across social media platforms

34.465% of visitors turned users

105773 new users