Carter’s - Baby Oye Store-in-Stores Press Launch by NeoNiche; Mandira Bedi Guest of Honour

Marketing | January 28, 2016 | News

Mandira Bedi

Mahindra Retail recently announced its association with Carter Inc, an American heritage brand of children's clothing, gifts, and accessories, to its chain of BabyOye stores across India. Together the two brands look forward to celebrate the colours, prints and joy of childhood through tastefully designed Carter Inc. couture, which will be displayed across a total of 100 BabyOye Store-in-Stores, across 50 cities and also on babyoye.com. The nation got its first sneak peek into the exquisite clothing line at a Press Launch that was managed and conducted in conjunction with NeoNiche. Various online and offline channels were used to reach the target audience through a series of compelling communication. At the event, the guests were greeted and welcomed by a host of speakers like Zhooben Bhiwandiwala (Chairman, Mahindra Retail), Prakash Wakankar (CEO, Mahindra Retail), Kevin Corning (Executive Vice President - International, Carter's Inc.), and Deanna Abdeen (Deputy Principal Officer, US Consulate), amidst an elementary set up. Long-time fans of Carter Inc, Mandira Bedi and her son, Vir, were rightfully chosen as the Guest of Honour to conduct the launch. In order to give the audience the experience of a store, the setup was fashioned in a manner that would split side wards to unveil the choicest Carter Inc collection arranged just as in a physical store. Plasma screens, brilliant lighting systems and a multiple camera set-up were used for a panoramic audience view. The flawless technical and production support further helped in creating an impactful and long lasting impression of the new venture, in the minds of over a 100 prominent media journalists. Commenting on the launch, Indraneel Bhatt Director, NeoNiche Integrated said, "We are honoured to be associated with this super promising venture. A press launch is packed with numerous elements, both big and small that must flow in a flawless and sequential manner. We are glad that we could deliver what we promised."

The nation got its first sneak peek into the exquisite kids clothing line at a Press Launch that was managed by NeoNiche.

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