Toast Events Launches a Sports Brand In India 'D:FY'; Another Notch In The Sporting Hat

Marketing | October 31, 2018 | News

Toast Events

Toast Events launched D:FY in India on August 21, 2018, at Dublin Square, Phoenix Market City. D:FY is the brainchild of Rajiv Mehta, Founder; Prashant Desai, Founder, and Shamir Saraiya, Co-Founder. India has many successful brands when it comes to lifestyle and fashion, but we have always been missing an Indian sports gear brand and D:FY bridges this gap. D:FY’s product portfolio includes a wide range of technology-led sports shoes, apparel, and accessories at honest prices for both men and women.

The brand wanted to highlight three inaugural collections under the categories such as walk, multi-sports, and gym. Moving away from a regular launch event format, they decided to create a sports arena that would showcase the versatility and adaptability of the footwear. Starting from a 40-meter running track, to a 10-meter incline walk, that led to the multisport zone for activities like cricket, basketball, a complete gym zone was also created to complete the activity circuit for the participants. Celebrities Nidhhi Agerwal, Saqib Saleem, Karan Tacker, Rhea Chakraborty and Mandira Bedi showcased their D:fy moments with this multi-activity circuit and also encouraged the crowd around them to participate. Every celebrity changed their shoes depending on the activity, highlighting the performance of each shoe for the said activity. 

Vipul Baradia, Client Servicing, Toast Events said, “Launching a shoe brand in India where already there are competitors around, the core thought was to launch the brand differently by keeping the philosophy intact. When we planned for celebrities to do all the activity irrespective of the difficulty level, everyone was a sport and pulled off the activity with ease and had true sportsmanship.”

Dipti Potdar, Creatives, Toast Events said, “When we had to launch this brand we had to make sure that we get the right message across about the brand. The thought was to create unique challenges for a sports brand in a closed venue. We not only made sure that the venue had different obstacle courses for the shoes to be tested on the ground by the celebrities but also by creating unique photo opportunities like a ramp area, football court, basketball and cricket court at the same time keeping the aesthetics of the brand intact.”

Karan Kapoor, Operations Head, Toast Events said, “Every launch has to be different and unique. When we discussed and planned the activity at Dublin Square it was really crucial for us to have proper safety measures in place while planning the sports indoors. The venue not being a regular venue, proper planning was required for creating obstacle course one after the another where media could also capture the event and no view is obstructed.”

Toast Events collaborates with D:FY to launch the brand through a starry affair at Dublin Square, Phoenix Market City Kurla.

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