PSE plan and execute H&M India launch in New Delhi

by  Isha Gakhar Marketing | October 8, 2015 | News

Percept HandM

Swedish multinational retail-clothing company, Hennes & Mauritz AB (H&M), has forayed into the India market by launching its first flagship store in New Delhi. The brand’s on-ground activations, including the pre-launch party and the engaging activities at colleges and finally the store launch were all conceptualised and managed by Percept Sports & Entertainment.

The event was divided into multiple segments – starting from the star-studded H&M pre-sale party with who’s who, held on Sept. 30 at Select City Walk Mall in New Delhi. The event was attended by HNIs and leading Bollywood celebrities like Ranveer Singh, Jacqueline Fernandez, Soha Ali Khan, Liza Haydon, Lauren Gottlieb, Tamannaah Bhatia and Carol Gracias. Famous DJ duo Nina Shah & Malika Hayden from Elektrovertz were present, dishing out some electrifying music for the guests.

The consumer launch took place on Oct. 2, where there was a massive arrangement of queue managers, as it is approximated that 10k customers queued up to be the first amongst shoppers of H&M in India. H&M fans started arriving 48 hours before the launch, thanks to the exciting goodies / vouchers the brand had to offer to the first few shoppers in the queue.

Talking about the event, Sanjay Shukla, Chief Operating Officer, Percept One, said, “The brief was to manage and execute the on-ground activations and the launch events i.e. a pre-launch party and the consumer launch of the first store in India. Many Bollywood celebrities had attended the party, and creating a 'wow experience' at the venue was our main motto. We were also given the mandate to commence activation at colleges and at the Cyber Hub, in Gurgaon, where normally one would find H&M customers. The activation was done in the top colleges of Delhi like Miranda House, JMC, NIFT and Venkateshwara."

PSE handled the full event process i.e. conceptualisation, planning, artist management, production, logistics, security, arranging and managing food and beverages, end-to-end for all the activities associated witht he launch.

On winning this mandate, Shukla added, “We were shortlisted after a couple of rounds with the H&M’s PR agency and the global team from Sweden, amongst other top agencies. Our presentation was very meticulously done and had just the right ingredients to win this mandate. We had given special attention to every detail of planning the queue up, which was a big hurdle as was seen in all of the launches that H&M stores had done in the past.”

He further added on the event's success, “It’s an honor to manage the on-ground activation event for the brand H&M and we were glad to reach their expectations with a memorable show. Every element and detail was superbly coordinated and managed by every member of the Percept team to deliver a fantastic show."