Aéropostale Successfully Launches in India with Toast Events
by Isha Gakhar Marketing | November 17, 2015 | News
Sonam Kapoor Toast Events
Nov. 7 marked the launch of American youth retail brand, Aéropostale in India, with its first flagship store at Select CityWalk, New Delhi.
Toast Events was given the mandate to conceptualise and execute the launch for the apparel brand through a line-up of events and experiences. Presenting the brand in a unique offering, Aéropostale showcased its ‘coming soon’ status via an interesting on-ground presence over 30 days prior to the launch date.
Reaching out to the youth of Delhi, ‘I Love Aéropostale’ installations were set up across top colleges in Delhi like Hansraj, Hindu, NIFT, IITand SRCC. Also there were LIVE performances by the AeroCrew to create buzz amongst the youth.
The mall was further drenched in hues of the brand, as arches, branding windows, drop downs, branding strips across the level, and so on. On the evening of the launch, Aero Fest was hosted by Aéropostale at the mall, that received fabulous turnout, as the youth of Delhi arrived to experience the brand ethos through performances by singer Anushka Manchanda and DJ Gouri, with exclusive showcases by the AeroCrew.
The launch day saw a huge number of customers and onlookers queuing up outside the Aéropostale store. Showcasing inhibited excitement of the brands arrival, Bollywood actress Sonam Kapoor got her young fans jigging at the launch, as she performed with the AeroCrew outside the store.
Elaborating on strategizing the launch of Aéropostale in India, Michelle Sanghvi, Client Servicing Lead, Toast Events, said, “The brand with its iconic status needed to have the same larger than life status that it experiences internationally. Breaking the clutter, innovative lineup of onground activities interlaced with interesting performances by the AeroCrew and artists, enabled us to showcase the brand to the youth of Delhi in an impactful fashion."
Karan Kapoor, Operations Lead, Toast Events, added, "Each brand launch presents us with different challenges. Delhi had witnessed a few brand launches in the previous few months and we were sure about how we wanted to make this different and reach the right TG and create the right amount of buzz. Innovative concepts and meticulous planning have enabled us to execute the event smoothly and seamlessly."
From LIVE performances by AeroCrew at Delhi colleges to having Sonam Kapoor at the launch eve, Toast Events ensured a buzzing entry for the lifestyle brand.