TOAST Executes Sonam Kapoor’s App Launch Over an 'App'etizing High Tea

Entertainment | May 5, 2016 | News

Sonam Kapoor Toast Events

In today’s digital world of globalization, Sonam Kapoor has pushed the envelope further and ventured into a territory no celebrity in India has done before. The actress launched her own direct-to-fan mobile App, wherein she will now connect to her millions of fans around the world. 

Partnering with TOAST Events to launch the App, the event was created as a grand affair at the Four Seasons Hotel, Worli on April 29, 2016. The concept and the details of the launch were curated by Sonam Kapoor in association with the team of TOAST.

The idea was to give the members of the media a feel of being at a tea party. TOAST designed the décor at the venue, with the stage being created using faux garden sporting white couches and backdrop embellished with an interesting mix of logos and décor elements. The pre-function area of the venue was completely draped in modern day 'English tea party look and feel'. Pristine white garden chairs were set around tables. Ranging from popcorn, marshmallow, meringues, cupcakes and macaroons, all elements were set across in the colour palette of the app.

Forming an interesting display, two long tables were set with poudre coloured overlays, presenting tea sets, floral settings in kettles as centerpieces, scatter of pearls, with the backdrop created using garden fences, embellished with green creeper trails added to the experience. The media backdrop was created in an unconventional format, as a pastel pink bicycle with white picket fence, created for an interesting setting.

Commenting on the launch event, Trishala Jailwala, Client Servicing, TOAST Events said, “Considering that Sonam Kapoor is a global name, the event was given an international look and feel. Having worked with Sonam in the past, our sensibilities in understanding her expectations were at par. Given the nature of the event, critical attention was given to minute details, like serving chai in cute cutting chai glasses to macaroon towers that transported one to the cafe's in Paris and tea and scones served with fresh jams. The afternoon was quaint with small and pretty elements transporting the guests to a surreal space."

Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.

The diva launched her own direct-to-fan mobile app on April 29 at the Four Seasons Hotel, Worli.

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