Aditya Roy Kapoor & Ileana D’Cruz Head to Bangalore for Forever 21 Store Launch & Funathalon
by Rakhi Jerly Marketing | May 12, 2016 | News
Forever 21 Ileana D’Cruz Orion Mall
Orion Marketing & Communications capitalised on celeb power and fun mini marathons to ensure maximum consumer engagement on the occasion of Forever 21’s very first store launches in Bangalore. The US apparel brand launched two stores, at VR Bengaluru and Orion Mall, simultaneously on Apr 29, 2016. Keeping up with the Forever 21’s marketing strategy of reaching out to consumers through creative, engaging formats, the agency organised the #F21 Funathalon at both the malls, endorsed by Bollywood stars Aditya Roy Kapoor and Ileana D’Cruz.
A strong 360 degree approach with a digital campaign as well as an on-ground event was developed to spread the word and create excitement about the #F21 Funathalons hosted by Kubra Sait. The excitement began with an online contest for the clothing brand’s target audience eager to participate in the race. Over 10,000 contestants came forward to complete the selection process. On the D-day, around 500 lucky participants per venue, along with close to 1000 audience members got the opportunity to meet the celebrities.
Sunny Sara, Director, Orion Group, elaborates, “We have been working with Forever 21 for over a year and have a deep understanding of their marketing strategy, therefore we worked with an extremely challenging but engaging format of a marathon endorsed by celebrities. On the day of the launch, starting at 5 AM there was a frenzy in the air with the DJ playing his funky tunes and Kubra Sait getting the crowd to groove to his music and warm up for the race. Till the inauguration of the store the crowd had surrounded the stores at both malls, eagerly waiting to get in and check out the Forever 21 collection.”
Forever 21 launched its first two stores in the Garden City at VR Bengaluru and Orion Mall, simultaneously on Apr 29. The big day’s events were managed by Orion Marketing & Communications.