TOAST launches Sachin Tendulkar's Menswear Line 'True Blue' in Mumbai

Entertainment | June 9, 2016 | News

Sachin Tendulkar Arvind Lifestyle Brands Toast Events

TOAST Events managed the TRUE BLUE Mumbai launch, end-to-end. The menswear and accessory brand is a joint venture between Arvind Fashion Brands Ltd. and cricket legend, Sachin Tendulkar. According to the brief assigned by the client, TOAST conceptualised a series of events at 3 locations to target varied audiences.

The launch activity kicked-off on May 28 with a meet & greet event at the St. Regis, where Sachin Tendulkar interacted with the brand stakeholders, contest winners and their friends & family. Menu for the hi-tea was carefully curated by TOAST to ensure the fusion aspect was highlighted. To make the evening a little exciting and to seed product placement, female models were dressed in TRUE BLUE shirts in quirky prints and were styled using Indian elements like Maang Tika, Bindi, Chuda and Jhumkas. Classy branded podiums were made for the models to pose on, the TRUE BLUE emblem was smartly used in the branding and the backdrop showcased a Mughal painting that is actually a part of one of the products. While the guests interacted with Sachin the models walked in smartly, dispersed among the guests and slowly made their way to the podiums.

A pre-decided route chalked out by TOAST, Mall and Hotel authorities was used for Sachin’s movement throughout the day. Post the meet & greet, Sachin was escorted to the store, located at High Street Phoenix, where exclusive media interactions took place against a backdrop placed in a way that allowed the store to be showcased in the best way possible.

This was followed by a fashion show, where the set-up included entirely LED driven stage with a 40 feet long ramp bang in the centre of the High Street Phoenix Courtyard that also included a VIP section, media area and a section for mall goers to enjoy the show from, the kind never seen before at the mall.

Mandira Bedi’s welcome gave way to a 45 minutes’ performance by Ragga Trippin. Post that, Mandira invited Rajiv Mehta, CEO, Arvind Fashion Brands Limited to speak about the inspiration for the product and the ideal True Blue Man, Sachin Tendulkar. The brand introduction gave way to the fashion show that was opened by Riteish Deshmukh and was closed by the Master Blaster himself. 

Watchout technology was used to ensure that while the fashion show took place with the graphics being played at the back, the side LEDs would showcase a live feed of the show for the audience to enjoy the detailing of the product with ease. Graphics exclusively designed for the show, highlighted inspiration for the products with vintage imagery ranging from Forts to the Bengal Tiger. Music was one of the key elements in the show and though most of it was electronic, strong Indian influences like the conch sound opened the show and bits of Nehru’s Independence Day speech was interlayed within the sequence.

The session concluded with a 15 min tete-a-tete between Mandira, Kulin Lalbhai, Executive Director Arvind Limited and Sachin Tendulkar.

On putting together the client’s brief, Anika Goyal, Client Servicing Lead, Toast Events said, “Working on this project was an experience in itself. Being able to bring alive the product identity was the key focus and we are glad that we were able to deliver on the brand’s expectations.”

Adding on managing the event at different locations, Karan Kapoor Operations Lead added, “It was a massive setup in 3 different locations and demanded a lot of detailing. We are grateful to the brand for the opportunity to be able to showcase this level of finesse.”

'True Blue' launch in Mumbai on May 28 was segmented into 3 parts, starting from Meet & Greet with Sachin Tendulkar, which was followed by the media interaction and a gala fashion show.

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