Marketing Solutions manage a slew of launch events for United Colors of Benetton

Marketing | September 17, 2015 | News

Marketing Solutions Poonam Lal United Colors of Benetton

Marketing Solutions concluded a series of launch events for United Colors of Benetton earlier this month. The first of the three launch events was targeted to franchisees of the brand and featured the exclusive unveiling of the Spring Summer 2016 collection. This event took place at the Leela Kempinski in Delhi on August 13.

The following 2 events were both media / blogger launches to unveil the Autumn Winter 2015 collection of the brand. The first of these two took place at the Iah Bar in Dusit Devrana, Delhi on September 2, followed by the second media launch at Tote on the Turf in Mumbai on September 4.

The brief for the Spring Summer 2016 launch event was to transform the banquet of the Leela Kempinski into a white canvas. This was done with the objective that the projections became the ambiance of the event and the focus remained on the colour of the garments, which was the highlight of the collection. The event featured a fashion show to unveil the collection.

Commenting on the challenges involved in executing such a brief, Poonam Lal, Managing Director, Marketing Solutions, explained, "Considering that hotel interiors are normally extravagant, achieving a white canvas was the first task. We also had to take a practical approach to pull off this look without going overboard with budgets. In spite of this, the entire furniture was custom made as per the set design. Lighting with such low ceiling height, was a big challenge. The ramp lighting and the 180 degrees projections had to co-exist without interfering with each other, so that the show looked seamless."

The media / blogger launch events in Delhi and Mumbai consecutively, also featured fashion shows and required the creation of a ramp in each of the venues. Describing a unique challenge at the Delhi-leg of the event, Lal continued, "We had to create a seamless ramp walk, using two different spaces, the outdoor and the indoor, without the choreographer actually being able to see the show. Both the ramps had to be visible to everyone at all times. We created a Production Control Room in a 3rd location, to run the entire show!"

The first of these launch events was to unveil the Spring-Summer 2016 collection to the trade and franchisees, while the next 2 were media launches to unveil the Autumn-Winter 2015 collection.

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