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IIFA Bling for BIBA line
17
Apr '08
IIFA Bling marks the entry of an awards ceremony to merchandising. It's not a movie or a TV serial, mind you, but an award ceremony with such strong brand equity that it deserves its own space on retail shelves and as a part of our wardrobe as well.

“IIFA Bling is an offset of the brand that will merchandise high end premium clothing at BIBA. IIFA Bling is platforms which will help consumers experience the stardom. It is the closest a consumer can get to IIFA,” says Sabas Joseph, Director Wiz craft, international Entertainment Pvt. Ltd., India's first and premier event management and entertainment agency which is the ideator behind the IIFA awards.

The partner to this massive merchandising exercise is none other than BIBA, India's foremost fashion retail brand in women's wear.

Says Sanjay Bindra, “it's an honor to be associated the IIFA awards. Bollywood has always inspired us to come up with new styles in tune with fast-changing fashion preferences and over the years, BIBA has emerged as the most iconic brand that inspires and fascinates women across regions, cultures and lifestyles”

Leading designers such as Vikram Phadnis, Subarna Roy, Renu Chopra, etc will design lines for the collection. IIFA Bling for BIBA line is inspired by bollywood glitz and glam, an eternal elegance that finds itself in the silky, sultry pastels and the dark shades of the base color range. Seductive frivolity and masculine allures are blended into a sensual cocktail. The decoration of art déco enriches in the details.

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