Organised by Brand Practitioners Bangladesh and presented by YELLOW, an exclusive event titled Fashion & Lifestyle Marketing Fest was held at Westin Hotel, Dhaka on Saturday.

The event was powered by HERLAN & BYD Bangladesh.

The event united key industry players like Entrepreneurs, MDs, CEOs, CMOs, supply chain heads, brand managers, fashion and digital marketers, creative directors, content creators, fashion market researchers, fashion influencers, fashion buyers agency professionals and academicians.

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The Fashion & Lifestyle fest provided a unique platform for knowledge sharing, collaboration, and empowerment.

ASSEN’s founder and CEO Ananda Chowdhury attended the event as a keynote speaker.

ASSEN has marketed for YELLOW in recent times and is helping the brand to market their products in a unique manner.

Ananda spoke about what distinguishes ASSEN in providing experiential marketing services for fashion and lifestyle brands, and how it contributes to brand success.

“Immersive engagement sparks consumer fervor,” Ananda said in the keynote. “In the realm of marketing, the landscape is ever-evolving, and in this age of digital saturation, capturing the attention of consumers requires innovation and creativity.”

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At its core, immersive engagement revolves around creating interactive brand experiences. Brands that excel in immersive engagement immerse their audience in a world where they are not just spectators but active participants, said Ananda.

“The goal is to captivate the audience and make them an integral part of the brand's narrative,” he added.

By sharing real stories that reflect these values, brands can forge lasting emotional bonds with their audience, fostering loyalty and trust, he said.

“A multi-sensory approach to marketing goes beyond the visual and auditory realms, engaging all five senses to create a truly immersive experience.”

Virtual experience offers brands the opportunity to reach a wider audience while providing attendees with a unique and interactive experience from the comfort of their own homes., he said.