TOAST Preferred Partner to Brands for Launches; Adidas, Amanté Store Launches This Week
by Isha Gakhar Entertainment | May 12, 2016 | Feature
EVENTFAQS roundup on the two recent brand launches put together by TOAST Events.
#1. New-Format Adidas Stores-HomeCourt and NeighbourHood at VR Mall, Bengaluru
TOAST executed the concept inspired from Adidas Store formats, which started with a 2-day pre-buzz activity at the mall atrium, where the agency interacted with a lot of youngsters who got a chance to imitate a few dance steps on the big LED screen. The sensor based gaming activity gathered a lot of crowd around the zone that helped the agency to reach their target audience. Hip hop dance and a few performance games as well (i.e. Cricket and Football) drove the brand mileage as well besides letting people know about the Adidas store launch. A larger-than-life size shoe installation (18 feet wide) with an Inlit trefoil brand logo at the mall was the main highlight. Other than this, more than 2500+ balloons, 2 large branding panels and 100 brand flags converted the entire mall in brand colours signifying Adidas’ presence in the mall.
The launch day started with the gaming activity, followed by the Grafitti workshop, beat boxer workshops at the atrium before Virat and Gayle reached the Performance Store for the Press Conference. While Virat met a few lucky Adidas customers at the Performance Store, post the conference; Gayle went to meet Bloggers at the Originals Store for a few minutes. They both later joined in at the Atrium where 10000+ people from different levels & corners of the Mall had been waiting for them. The hoot & shouts from these visitors & fans took the event to another level when Virat and Gayle reached the Atrium. Crowd went to highest pitch when these two started to go towards the Stage with their Dance moves on the thrilling and exciting “Champions” Song.
Prateek Nagpal, Client Services Lead, TOAST said, "Despite of having 16 bouncers, 20 policemen and 12 Security guys from the Mall management it was a challenging job to control the crowd. This mall has not even been launched, still we have had more than 10k+ people in and around the mall with the main road being choked for about 2 hours. Changing the movement plan, along with Mall authorities’ guidance, at the last minute helped Events team managing the logistics smoothly."
#2 Amanté Store Launch in Delhi and Mumbai
After store launches in Mumbai and Jaipur, TOAST managed the 3rd store launch for Amanté, in Delhi NCR, DLF Mall of India. The brief was to highlight the introduction of Amanté’s newest spring/ summer line called “MARL”, while simultaneously launching their first retail store in Delhi. Launched exclusively in India in October 2007, Amanté is an international lingerie brand, from the house of MAS Brands.
Building hype and adding fun to the brand experience, a pink couch where mall goers could get their pictures take with fun props and fashionably bold statement placards. Adding the razzmatazz to the launch Sensational Bollywood Star Malaika Arora inaugurated the Amanté store located at DLF Mall of India, Noida.
There were décor elements, ranging from helium balloons and the brand’s own shopping bags to emphasize of the right eyeballs and pink floral arrangements.
Commenting on the event, Anika Goyal, Client Servicing Lead said, “This is the 3rd store launch for us and the 4th event with Amante and the Amante Marketing Team feels like family. We are always in sync when in comes to the ideas and concepts we put together for Amante and we are surely looking at putting together more stuff for the brand.”
The agency was tasked to manage and execute Adidas and Amanté store launches in Bengaluru and Noida, respectively.