Wendell Rodricks, Waluscha De Sousa, Arunita Chopra and ADA Ratnam

Philips India allies with Lakme Fashion Week as the exclusive ‘Style Partner’

by  Dharm Patel Marketing | April 10, 2015 | News

Philips Lakme Fashion Week psLIVE

psLIVE, Dentsu Aegis Network's international brand experience agency recently enabled and managed an efficacious association between Philips and Lakme Fashion Week (LFW). The association between the two blended with Wendell Rodricks’s ‘Popology’ collection that was inspired by pop art where Philips provided a range of products offering a wide variety of styling options for men as well as women.

As the ‘Style Partner’ for LFW, all the models were exclusively styled and groomed using Philips’ range of products. The collection defined the narrative of a nostalgic 60's emotion with a fashion forward look. It fit perfectly into the concept of youthful fashion at Philips, which is known for its personal care products that marry the latest technology with ease of use to make styling oneself at home a reality. The ‘Popology for Philips 2015’ collection was also a reference to the pop-up concept used to merchandise at unusual places other than a flagship store. In attendance at LFW were the crème de la crème of the city including Maria Goretti, Mushtaq Sheikh, Zaher Khan, Anjana Sharma, Pooja Bedi, Sharmila Khanna, Pooja Batra, Suzanne Sablok.

Commenting on the association, A.D.A. Ratnam, President – Consumer Lifestyle, Philips India said: “We, at Philips are very pleased to have associated with LFW, the ultimate fashion event in the country, and with the overwhelming response we have received here. This association contributes to Philips Personal Care’s aim of putting the power of self-expression in the hands of the youth in the form of high-tech yet easy-to-use grooming gadgets.”

Adding further, Anurita Chopra, Business Head - Personal Care, Consumer Lifestyle, Philips India, said: “The Popology collection is the perfect representation of the vibrancy and fearlessness of today’s youth. This exciting collection perfectly complements the vision of Philips Personal Care that strives to 'empower' young men and women of today to be themselves. To look amazing, feel amazing, everyday. Wendell’s collection was simply exquisite and we are happy that the Philips gadgets helped enhance the entire look on the ramp!”

Speaking about the association, Sidharth Ghosh, Vice President, psLIVE said: “Philips was the perfect fit for LFW as it is a blend of style and poise. Ace designer Wendell Rodricks collection and Philips products absolutely complement each other. Our main aim was to successfully develop the association between Philips and LFW and the result was evident on the ramp showcasing the Popology theme. We at psLIVE are extremely delighted to have conceptualized this association.”

The inspired creator of the collection, Wendell Rodricks also commented: “The Popology Collection is very close to my heart as it represents what it means to express oneself fearlessly! It’s edgy, it’s unique, and it’s nothing like you’ve ever seen… it just pops! This is exactly what made Philips Personal Care the perfect styling partner for LFW and the inspiration behind my collection.”