JAIHIND STORE LAUNCH
Active celebrity participation that captured eyeballs both online and on-ground
Using a store launch of a renowned brand to not just connect with a whole new audience, but actually get them to the brand store.
Jaihind, a reputed menswear brand in Pune and Kolhapur, decided to launch a new store in Pune’s Camp area. While the brand already had 4 operational and successful stores around Pune city, this store had to face a whole new audience demographic and with it, the existing competition in that area.
While store launch is essentially an on-ground activity, we decided to use it as a platform to enhance Jaihind’s online presence and in process, reach out to the new audience demographic. 4 brand ambassadors from the fashion world were roped in. They were: Mickey Contractor (a make-up expert), Dheepesh Bhatt aka Shivoham (celebrity fitness trainer), Atul Kasbekar (acclaimed fashion photographer) and Kunal Rawal (famed fashion designer).
A campaign with the positioning line, “We have an agenda. It’s you.” Caught the attention of fashion loving Punekars. While hoardings spread the message to all parts, digital witnessed tremendous participation on Jaihind’s page under the contets #JahindSQ (Jaihind Style Quotient).
As the showroom opened to big numbers, the online page saw a whopping 81% rise in engagement levels. What’s more 133 men participated in the contest to get their SQ upgraded from the panel.