Aditya Birla Fashion Retail-Record Breaking Fashion
Pantaloons is India’s largest big box fashion retailer, and one of the fastest growing lifestyle apparel destinations in India, with over 243 stores spread across 120 towns and cities.
Objective
To help the retail business grow in an increasingly competitive marketplace, we were tasked with leveraging events that highlighted the new brand narrative and connected with consumers across India’s diverse regions.
Audience insight:
India connects through cultural celebrations
Fashion is most successful when it makes people feel special, and that sense of celebration is valuable in crafting an engaging brand narrative. Festivals presented the perfect medium for Pantaloons to engage with consumers, distinguish the brand, and have some colourful fun.
Strategy development:
The agency devised a focused communications strategy that put Pantaloons at the heart of popular local festivals throughout India. Identified key markets for the brand, and then collaborated with local community leaders to create high impact, festival-centric local campaigns, re-enforcing Pantaloons as a brand that brings people together through the joyous festival experience.
Planning & Execution
Put Pantaloons at the heart of the festival: Make Pantaloons synonymous with celebration and joy — and do it in a record setting way.
Pantaloons turned in a superlative performance at festivals throughout India, entering the India Book of Records with,
India’s Tallest Denim Ganpati — Pune
The 10-day festival of Ganesh Chaturthi (Elephant God) is the most popular festival in Maharashtra. Pantaloons made a big impression by creating a 9-foot Ganpati Idol made from 600 pairs of denims.
Longest Street Alpona — Kolkata
Pantaloons commemorated the homecoming of Goddess Durga on the auspicious day of Mahalaya with India’s longest street Alpona. More than 400 people participated in the creation of this 1 km long artistic masterpiece
India’s Tallest Dandiya — Ahmedabad
Dandiya Raas is the traditional folk dance form, performed during Navratri. Pantaloons celebrated by creating India’s tallest Dandiya in Ahmedabad, with more than 20 skilled artists creating the 48-foot tall, 2,000 pound, Dandiya
India’s Tallest Diya — Indore
Diwali, the festival of lights, Pantaloons installed India’s tallest Diya on the auspicious occasion of Diwali, made by a team of 25 specialists over a period of 15 days, using 75kg of iron. Measuring 23 feet tall and bearing the message of a pollution-free Diwali, the record-setting Diya was unveiled by Prathmesh Zamindar, Royal family of Indore city.
Effectiveness / Results
Pantaloons looks good on India
- Total Campaign Impressions: Over 800 million
- We collaborated with popular and strategic fashion bloggers to create viral conversations across Twitter, WhatsApp, Instagram & Facebook during each festival. Fashion blogger Debasree Banerjee covered the Alpona event on her Instagram page, and created a You Tube video, reaching more than 250,000 followers
- Bollywood actor Konkona Sen Sharma voiced our ‘Pujo Mane Pantaloons’ video, earning more than 10 million views and 14,000 shares
- Fashion blogger Shaurya Sanadhya covered the “Tallest Dandiya” event in Ahmedabad for her 319,000 Instagram followers, and TV actor Karishma Tanna posted stories inviting her Instagram followers to the event. Coordinated with other Pantaloons social media activations, we reached more than 1 MM users
- The fashion blogger duo of Aakriti & Shaurya from ‘Pretty Little Things” promoted and covered Denim Ganpati, supported by Pantaloons videos and social promotions, reaching over 270,000 users and driving more than 100,000 views
- Pantaloons’ drone video capturing the activation was promoted on Facebook, reaching over 1MM users and generating 7000 user reactions and shares