FILA X RV First-Ever Indian Motorsport Collection Launch Curated By Vibgyor

Marketing | August 14, 2018 | News

Fila

The Italian Brand, FILA dropped its first-ever Indian motorsport collection in collaboration with youth icon Rannvijay Singha in its stores across the country. The launch was a two-day event starting on August 3 and ended on the second day. The outcome of FILA's signature playful aesthetic and Rannvijay's brazen personality, this collection is all set to ride its way into the hearts of sneakerheads and petrolheads everywhere. With its first-ever Indian collaboration, the brand is confident of establishing the motorsport category in the country. 

The objective was to build and strengthen the motorsport culture by creating products designed on the basis of Indian consumer's specifications, Rannvijay said, “A lot of inspiration was taken from the riders/bikers from across Indian to bring this collection to life. With the message of #SneakersThatRide, the product is targeted at the urban Indian consumers at an unparalleled price. We have brought together quality, comfort, functionality, and style in this special edition inspired by FILA’s Motorsport heritage.”

Vibgyor Brand Services conceptualized the entire launch, right from the pre-buzz activation in Delhi University, till the final unveiling of the range in Chandigarh.

On Day One, Rannvijay interacted with students of Hansraj College, Delhi University in a meet-and-greet session. Being an alumnus of Hansraj, he reminisced his own days at the college. He then played basketball with the basketball team and presented the team with FILA merchandise. Rohan Batra, Managing Director - Cravatex Brands Limited and Rannvijay spoke about the collaboration Fila X RV where Rannvijay designed shoes for motorsports enthusiasts. The interaction was a huge crowd-puller, as students gathered in large numbers to get a glimpse of Rannvijay. 

On day two, a Press conference was held at JW Marriott Chandigarh where Anupam Sehgal, Head marketing, Cravatex Brands Limited, Rakesh Singh Kathayat, CEO  along with Rannvijay addressed the press about the new line. Later, Rannvijay unveiled the new line of shoes through a spectacular Kabuki drop at Elante Mall Chandigarh. A 13 feet life-size shoe box was created with interiors that had an edgy, garage look with helmets, metal tools, photo-frame, etc. The emcee engaged the audience with fun physical challenge activities, and the winners were gratified with FILA T-shirts signed by Rannvijay. The activation received a roaring response, as people flocked in huge numbers to witness the shoe launch. 

Shradha Nambiar, Vibgyor’s Project Head for FILA X RV launch says “FILA X RV is one of a kind association where multi-layered experiences to the audiences are showcased that resonates the brand. The launch was a huge success that saw a bustling crowd and gained great PR mileage. The execution was memorable and we are proud and excited to be associated with Fila since few years and appreciate the trust bestowed in us by the brand for giving us an opportunity to curate this activation. We look forward to scaling up this campaign through consumer engagements to more cities in the times ahead.”

Commenting on the launch Anupam Sehgal, Head-Marketing, Cravatex Brands Ltd. said "The FILA x RV association is one of our first collaborations in India. Needless to say, it was crucial for us to choose a partner that was able to translate our ideas into tangible, relevant creative concepts that would help highlight the brand and the association in its true form. The Vibgyor team helped us achieve this every step of the way and I am happy to have had the opportunity to work with them." 

With an objective to establish motorsport category in India FILA launched its first Indian motorsport collection, in collaboration with youth icon Rannvijay Singha.

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