GAP Says #helloMumbai; Ropes in Toast & ‘DABBAWALAS’
by Isha Gakhar Marketing | March 10, 2016 | Feature
Toast Events GAP India Arvind Lifestyle Brands
As an extension to ‘GAP’s Megawatt Mumbai Launch’, Read: Ranveer Singh Launches Mumbai’s First GAP Store At Oberoi Mall, Goregaon; Event By Toast, the agency was also involved in the on-ground and digital engagements related to the launch.
To launch itself in the fashion-forward city of Mumbai, it was imperative for GAP to reach out to the masses albeit with a very inherent ‘Mumbai’ twist. The San Francisco-based clothing brand collaborated with Toast Events to take ‘Mumbai’ by storm and create a massive buzz prior to the launch. The agency devised an impactful month-long plan with a combination of digital activities, PR campaigns and on-ground activations.
THE TRUE ‘MUMBAIKAR’ STYLE
Toast Events hit a masterstroke associating with Mumbai Dabbawalas to deliver GAP goodies across the city in customized GAP dabbas with #helloMumbai mentioned on them. These exclusive dabbas were delivered across the city as special invites for the big store launch at Oberoi Mall, Goregaon and Infiniti 2, Malad. The list of invitees comprised of Ranveer Singh, Nishka Lulla, Shibani Dandekar, Karan Patel, Krystle D’Souza along with corporates like Taj Land’s End, Red Chillies Entertainment, Bling Live, Grofers, Zomato, Go Cheese and many more. Interestingly, this highly-engaging activity was also documented in a video that saw over 404K views, 5.6K likes and 1159 shares on GAP’s official Facebook page. Soon this became a sensation around the city, as people took to social media to show off their GAP dabba.
#helloMumbai! You are all invited, in true Mumbaikar style, to come say hello to us on 20 February 10am at Oberoi Mall , Goregaon and Infiniti Mall, Malad!First 200 customers receive a Gift With Purchase. T&C apply.
Posted by Gap on Monday, February 15, 2016
THE BIG LAUNCH
The GAP store launch was a big celebration with Ranveer Singh as the celebrity guest for the opening on February 20. The campaign began with a social media post by him along with his GAP dabba. At the store launch, to keep in sync with the Dabbawala campaign, Ranveer appeared from inside the store on a white cycle with blue GAP dabbas on its sides. The lezim performance and tutari music energized the already screaming fans waiting in line for hours to catch a glimpse of their favourite superstar open the GAP store. The event was hosted by Kubra Sait.
On executing the highly-anticipated Mumbai launch of GAP, Priyanka Chandrasheker, Client Servicing Lead, Toast Events said, “Although Mumbai would be the third city to launch GAP, we were very keen on making it our biggest yet. We planned a series of interesting activities and associated with the iconic Dabbawalas to create hype much before the store opened its doors. Bearing in mind the strong character of Mumbai city, our idea was to get the city excited in an innovative and impactful way.”
Karan Kapoor, Operations Lead, Toast Events added, “Mumbai is a challenging city as it already has so much offer that it was essential for us to do something unique in order to make a mark and leave a lasting impression.”
Toast Events hit a masterstroke associating with Mumbai Dabbawalas to deliver GAP goodies across the city in customized GAP dabbas with #helloMumbai mentioned on them.