Latest news with #ChetanSiyal
Time of India
2 days ago
- Business
- Time of India
The art of making mannequins matter
Indian retail is experiencing a revolution, and it's happening right under our noses - or rather, right in front of our faces in every shop window across the country. Forget the days when mannequins were merely well-dressed scarecrows gathering dust; today's plastic protagonists are cultural chameleons, silent salespeople, and the unsung heroes of retail theatre. As the festive season unfolds like a colourful carpet across India, fashion brands are discovering that getting the mannequin memo right can transform window shoppers into wallet-openers faster than you can say "festival collection". This sentiment resonates across boardrooms from Mumbai to Bengaluru, where savvy leaders are reimagining how seasonal displays can capture both hearts and purchasing power - no small feat when your audience ranges from discerning aunties to Instagram-obsessed Gen Z fashionistas. The storytelling approach goes deeper for many brands. Manu Gupta, vice president & brand head, Jaypore, says, "Our mannequin displays are designed to narrate stories of Indian craftsmanship and cultural richness, tailored to the rhythm of the seasons." That includes regional customisation. "We treat our visual storytelling as an extension of local festivities. For instance, during Onam, our southern stores featured banana tree props. Each space is thoughtfully styled to feel rooted in its region because celebration, like craft, is never one-size-fits-all." This hyper-local strategy goes deeper than festival colours. Chetan Siyal, founding member & CMO, Snitch, notes how "Bengaluru responds more to minimal and experimental looks, whereas cities like Indore engage with bold, festive-forward expressions." It's rather like conducting a symphony orchestra where every city plays a different tune - somehow, it all needs to harmonise into a cohesive brand story that speaks to local sensibilities without losing national appeal. The approach is deeply strategic. Puneet Sewra, CMO, TCNS, Aditya Birla Fashion & Retail, reveals the cultural choreography behind their displays: "If you visit our Kerala stores right now, most mannequins are dressed in white and gold for Onam. Come Durga Puja season, our eastern stores will showcase red and white." This hyper-local strategy extends beyond festivals - even Independence Day gets the mannequin treatment with patriotic tricolour styling, proving that plastic people can be surprisingly patriotic. But not everyone's jumping on the localisation bandwagon. While Indian brands speak in regional dialects, international players prefer maintaining their accent, suggesting there's no one-size-fits-all approach to mannequin mastery. Debraj Sengupta, managing director marketing & sales, Victorinox India, takes a decidedly different tack: "We maintain a uniform global window display to ensure a seamless brand experience and reinforce the Swiss promise of quality." The business impact is measurable and robust. Anant Tanted, founder & CEO, The Indian Garage Co., reports significant sales boosts during their Onam and Eid displays in Kerala stores. "We observed that few brands were celebrating these events with such elaborate visual merchandising," he notes, proving that sometimes competitive advantage comes from simply showing up with bells on - quite literally, during festivals. Now, how is this silent styling translating to tangible business results? When asked, Deepak Aggarwal, managing director, Kazo, explains: "Seasonal mannequin styling acts in a silent manner, visually guiding customers and influencing purchase decisions," leading to higher basket values as "customers are more likely to buy full outfits or complementary pieces." It's retail psychology at its finest - the mannequin becomes the stylist you never knew you needed, silently suggesting combinations and inspiring complete looks rather than single-item purchases. "Our mannequins don't just wear sarees—they tell stories," explains Sujata Biswas, co-founder, Suta, highlighting how effective narrative-driven displays have become central to seasonal retail strategy . Technology is gradually entering this traditionally tactile space, bringing digital sophistication to analogue displays. Snitch integrates QR codes allowing customers to shop looks directly from mannequins to mobile carts. They're exploring NFC tags and motion-based displays too, creating more interactive shopping experiences . The future reveals trends that promise to make retail spaces even more immersive. Sengupta anticipates "visual merchandising becoming more immersive, sustainable and culturally attuned," with "tech-integrated elements—digital screens, motion sensors, and dynamic lighting." Meanwhile, Manjula Tiwari, chief executive officer, Cover Story, envisions "immersive storytelling—dynamic window displays, interactive digital elements, and sensorial in-store zones." The measurable impact extends beyond footfall into actual conversion metrics. Sewra observes that products displayed on mannequins consistently achieve higher sell-through rates - typically 15 to 20 per cent better than items displayed on hangers alone - particularly crucial for complex Indian wear where customers struggle to visualise the final look from hangers. After all, a lehenga on a hanger is just expensive fabric with potential; on a mannequin, it's a wedding guest's dream come true. These silent salespeople are proving that sometimes, actions - or in this case, poses - speak louder than words. The mannequin revolution is here, and it's dressed to impress.
Fashion Value Chain
20-06-2025
- Entertainment
- Fashion Value Chain
Snitch Redefines Urgency with ‘Last Minute? Snitch It.'
Snitch, India's bold D2C men's fashion brand, has launched a punchy new campaign titled 'Last Minute? Snitch It.', highlighting how style and spontaneity go hand in hand. Through three energetic films, the brand spotlights everyday male characters—from a fast-moving millennial executive to a Gen Z college-goer and a chill trip-planner—nailing last-minute plans in style, thanks to Snitch's lightning-fast under-48-hour delivery and expansive catalog of 7000+ styles. The campaign humorously repositions urgency as a strength rather than stress, showcasing how Snitch makes fast dressing a fashion superpower. 'We're redefining urgency as power, not panic,' says Chetan Siyal, Chief Marketing Officer, Snitch. Live across YouTube, Instagram, and Meta, the campaign amplifies Snitch's DNA of speed, confidence, and on-trend fashion — proving once again that when the clock's ticking, it's time to Snitch It.
Time of India
19-06-2025
- Business
- Time of India
Snitch's latest campaign is all about showing up in style
Snitch , India's D2C men's fashion brand, has unveiled a series of films that celebrate modern men smartly managing their last-minute chores with Snitch's unique style. The campaign titled 'Last Minute? Snitch It.', launched in three variants, dive into wildly relatable moments including a sudden client pitch, an unexpected yes from a crush, and a chaotic boys' trip plan that actually pulls through. With an electric blend of urgency, confidence and the unmistakable cool of being 'Snitch ready,' the films champion the brand's under 48-hour delivery promise and its ever-growing lineup of trending designs across 13+ categories. Each video stars a different 'Snitch Guy' archetype, a sharp millennial navigating office curveballs, a Gen-Z college boy smartly managing a last-minute glow-up, and a laid-back guy surprising his boy's group chat with a last minute Goa plan. What ties them together is the thrill of transformation, the magic of speed, and the fashion-forward assurance that no matter the moment, Snitch always delivers. 'With 'Last Minute? Snitch It.', we're owning the space our customers live in: spontaneous, always on the go, but never compromising on style,' said Chetan Siyal, chief marketing officer at Snitch. 'This isn't just a campaign; it's a brand ideology. We're redefining urgency as power, but not a panic situation. We have made an effort to translate this into videos to connect with our audience in real time,' Siyal added. The campaign is live across various social media platforms including YouTube, Instagram and Meta. The power of the campaign truly reflects the brand's voice of being fast, stylish, and unapologetically confident. It captures how great style doesn't need time but you can simply Snitch It in no time, the company stated in a press release. Watch the video here:
Fashion Value Chain
16-06-2025
- Business
- Fashion Value Chain
Snitch x Paper Boat Bring Refreshing Style to Summer 2025
In a refreshing twist to seasonal fashion, Snitch, India's trailblazing D2C men's fashion brand, has partnered with beloved beverage label Paper Boat to turn up the heat on summer style and cool down the experience with its newest launch: Nata, India's first chewable drink. This collaboration delivers a unique in-store campaign that combines fashion-forward collections with tropical refreshment, promising customers a summer that's light, lively, and loaded with flavour. Designed to delight all senses, Snitch stores have transformed into immersive summer escapes with vibrant Paper Boat branding, colourful photo booths (available across all stores except Lajpat Nagar), and interactive elements that heighten the shopping experience. Customers are welcomed with complimentary Paper Boat drinks with every bill and a curated display of Snitch's latest seasonal collection, elevating every visit into a joyful moment. The activation is currently running in key Snitch outlets in Delhi (Lajpat Nagar) and Bengaluru (HRBR, HSR, BEL Road, Brigade Road, and Banashankari). To amplify the experience, digital buzz is driven by influencer content and shareable moments straight from the stores. A Paper Boat spokesperson remarked, 'Summer is all about comfort, colour, and fun—values both Paper Boat and Snitch deeply connect with. Paper Boat has chosen Snitch as their BTL partner this season because of their strong brand connection with today's youth and their fresh, fashion-forward vibe.' Chetan Siyal, Chief Marketing Officer at Snitch, added, 'At Snitch, we believe that stepping into one of our stores isn't just about shopping, it's about the feeling you take back home. This collaboration with Paper Boat is our way of turning a simple store visit into a refreshing summer experience, blending style with joy, playfulness, and unforgettable moments.' Together, Snitch and Paper Boat are redefining seasonal retail—where shopping feels as good as sipping a cold drink on a hot day.
Fashion Network
16-06-2025
- Business
- Fashion Network
Snitch collaborates with Paper Boat for summer
Menswear brand Snitch has teamed up with beverage label Paper Boat to launch a summer-themed in-store activation across select outlets in Delhi and Bengaluru. The collaboration brings together Snitch's seasonal apparel collection and Paper Boat's new tropical-inspired drink, Nata, positioned as India's first chewable beverage, aiming to create an immersive, summer-ready shopping experience. Shoppers visiting Snitch stores are welcomed with vibrant Paper Boat branding, a dedicated photo booth (available at all outlets except Lajpat Nagar), and complimentary servings of Nata with every purchase, the brand announced in a press release. The in-store activation is designed to evoke the spirit of summer through fashion, flavour, and fun, transforming each visit into what the brand calls a 'breezy escape'. 'Summer is all about comfort, colour, and fun- values both Paper Boat and Snitch deeply connect with,' announced Snitch in a press release. Paper Boat has selected Snitch as its below-the-line partner for the season, citing the brand's youth appeal and trend-driven positioning. The partnership is supported by influencer content and seasonal store displays. 'At Snitch, we believe that stepping into one of our stores isn't just about shopping, it's about the feeling you take back home,' said Chetan Siyal, chief marketing officer at Snitch. 'This collaboration with Paper Boat is our way of turning a simple store visit into a refreshing summer experience.'
