Fashion brands can no longer rely on conventional advertising to win consumer attention, believes Ravi Punjabi, Managing Director, Kraus Jeans. As audiences become increasingly adept at recognising promotional content, brands need to earn their attention through storytelling that feels worth their time.
In an interview with Impact Magazine, Punjabi said original content will become a much bigger part of fashion marketing, with formats such as microdramas serving as just one expression of a broader content strategy.
“Original content is going to play a very big role. Not just microdramas. But anything unique—either educational, inspiring or entertaining—that engages the attention of the customer, we would explore as part of our marketing plan,” he said.
Watch the full interview here:
Kraus recently entered the microdrama space with ‘Denims and Delusions’, choosing entertainment over a conventional product-led campaign. Punjabi said the decision was driven by changing consumer behaviour, where audiences are increasingly resistant to overt advertising.
“The customer knows when you’re trying to push a product through an ad. We wanted to have an emotional connection with the customer. We are not imposing ourselves on the customer. It has to feel worth their time,” he said, adding that the series focuses on relatable situations where denim naturally becomes part of the story rather than the hero.
While product innovation continues to remain at the core of the brand, Punjabi acknowledged that differentiation today requires much more than fit and comfort. “Now, because the space is becoming increasingly crowded, we are trying to connect with the customer directly through initiatives like microdramas and influencer marketing,” he said.
Influencer collaborations, however, are carefully curated. Rather than chasing reach, Kraus focuses on creators who closely resemble its target audience and gives them the freedom to create authentic content. The company has also introduced Kraus Kurve, a community initiative that encourages customers to share photographs wearing the brand, which are then featured on its social platforms with permission. Punjabi described it as “more about community building and not just branding.”
The shift is also reflected in the company’s media investments. Punjabi revealed that nearly 70 per cent of Kraus’ marketing spend now goes towards digital channels, including content, influencers and performance marketing, as consumers increasingly discover brands online before purchasing them in physical stores.
For Kraus, the objective extends beyond driving immediate sales. Punjabi adds, “The long-term ambition is to ensure consumers remember the brand for the brand, not for the price. A goal that can only be achieved through consistent storytelling and emotional connection rather than discount-led marketing.”
