Pepe Jeans India’s Campaign with Sidharth Malhotra Sees TOAST Manage 360-Degree Creative Duties

Marketing | March 12, 2018 | News

Toast Events Pepe Jeans London High Street Phoenix Harshad Chavan

Pepe Jeans in India has recently been in the news for their latest SS’18 collection and their new brand campaign ‘Made to Create’ which was launched by Bollywood Actor Sidharth Malhotra at a unique event in Mumbai on March 7th, 2018. The actor is the first Indian ambassador of the brand and introduced the new brand film and campaign images at an event that was curated for media, influencers, and his fans.

TOAST Events was a key partner for Pepe Jeans to bring this campaign to life as the young experiential marketing firm was entrusted with the duties of signing a celebrity ambassador for the brand, producing the brand’s campaign videos and images, as well as managing the launch event to ensure the right kind of visibility and imagery for Pepe in India.  This was a first for TOAST Events where the young firm took on the role of the creative agency, production agency, influencer management agency and event agency to bring alive the brand’s campaign.

Speaking on working with Pepe to sign Sidharth as the ambassador, Harshad Chavan, Managing Director – TOAST Events said, “We’ve managed multiple celebrity deals for various brands in the past, but working with Pepe was special since we were really the 360° solution provider for the brand. We wanted to choose someone that would represent the brand’s qualities in the most aesthetic sense and given Sidharth’s personal preference for denims along with his suave, urban, and affable persona, he was an excellent fit to be the first face for Pepe in India.”

Keeping in line with Pepe’s Made to Create campaign visuals, TOAST events conceptualised a unique installation at High Street Phoenix that would serve as the backdrop for Sidharth Malhotra at the event. 25 vintage televisions were stacked to form a unique pyramid, and each television showcased the brand’s key hashtag of #MadeToCreate. The installation was appreciated by one and all, also becoming a focal point for fashion and lifestyle bloggers who chose to creatively shoot their images with the installation.

Sidharth added a touch of his own magic to the event as he performed to his popular tracks, inviting fans from the crowd to join him on stage. Perfectly embodying the brand’s values being casual, colourful and extremely stylish, Sidharth unveiled Pepe Jeans’ campaign videos that were shot and produced by TOAST Events. Fans of Sidharth and the brand were ecstatic as the star also made an appearance at the Pepe store where he spoke about his love for denims and his style mantra. 

Speaking about the event, Nikhil Shah, Client Servicing, TOAST Events said, “Our goal was to ensure that the brand’s campaign was brought alive for consumers and media in the best possible way. It was important that there was synergy between the campaign thought and what we wanted to execute on ground, so the televisions worked out perfectly and it was great to see the whole team come together to make this event a huge success.”

Speaking about the main installation at the event, Zeeon Rodriques, Operations – TOAST Events Mumbai, said, “The campaign 'Made To Create' was executed taking inspiration from Andy Warhol’s factory. Working with the challenge of infusing vintage and modern technology with vintage televisions, we created structural stability and technology platforms to get the best of both. With the venue being a crowd-puller, the challenge was to give weightage and visual amplification to Pepe over the other visible brands. Dark paneling and simple structures enabled us to get the audience to focus on the content and communication presented at the event. Despite all challenges, it has been one of the most fun events to execute and an absolute pleasure to work with Pepe Jeans."

Speaking about the event, Dipti Potdar, Creative, TOAST Events said, Our set designs and overall campaign look and feel has been inspired by the brand's international campaign. We made minor tweaks to make the visuals focus a lot more on Sidharth, while not taking attention away from the brand. Even the design for our event set-up was closely linked to the campaign visuals to ensure that the concept of 'Made To Create' was being brought alive in every form. 

This was a first for TOAST Events where the young firm took on the role of the creative agency, production agency, influencer management agency and event agency to bring alive the brand’s campaign.

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