Uniqlo Launches in India with Special Events Curated in Partnership with Toast Events

Marketing | October 16, 2019 | Press Release

Uniqlo India Toast Events Ambience Mall Vasant Kunj, New Delhi

With retail booming big in India, Uniqlo, the Japanese global apparel retailer, launched its debut store in India, at Ambience Mall Vasant Kunj in New Delhi with Toast Events leading the mandate for its launch events as well as key marketing activations. Launching in this market for the first time, Uniqlo will offer a new shopping experience to Delhi customers that showcases LifeWear, the company’s commitment to creating perfect clothing that meets the requirements of everyone’s daily lifestyles.

Toast Events started consumer engagement led activities in Delhi for Uniqlo in September with the giant Uniqlo cubes that were set up across Delhi in key catchment areas like Ambience Mall, Vasant Kunj and Gurgaon, as well as other key DLF properties like DLF Promenade, DLF CyberHub, One Horizon Centre, DLF Mall of India among others. The life size cubes were eye-catching and introduced consumers to the signature colour and logo of UNIQLO along with an introduction to the brand’s LifeWear philosophy. Select venues had the life size cubes with a twist – cubes made with signature Indian elements like red kites, red bangles, red cricket balls in a way to highlight the brand’s journey from Tokyo to Delhi.

As part of a branding and marketing exercise for Uniqlo, Toast events also set up numerous branding elements across Ambience mall in Vasant Kunj. With the red Uniqlo cube, being the signature identity of the brand. One of the most key elements was a special seeding exercise done by TOAST Events to announce the brand’s arrival in India. 200 boxes in the shape of the UNIQLO cube were created and filled with the brand’s iconic ULD and shared with top celebrities and influencers in the country. Bollywood celebrities like Sonakshi Sinha, Shilpa Shetty, Atul Kasbekar, Rohan Shrestha along with influencers like Santoshi Shetty, Srishti Dixit, Saransh Goila, Ranveer Brar, Shayan Roy and Samyukta Nair were among the people who shared their love and excitement on social media with the Uniqlo seeding cube.

With the Uniqlo store standing at 35,000 sq. feet, it was the centre point for all the events being hosted to launch the brand.

The celebrations began on 3rd October, a day prior to the store opening with an official press conference hosted in the store helmed by the Founder of UNIQLO and Fast Retailing – Tadashi Yanai who personally addressed the media in Japanese and English. To facilitate ease of understanding Japanese, TOAST events arranged for special translator headsets and interpreters that were live translating for the media. The media interacted with key officials from the brand over delectable options served for high tea.

The press conference was followed by a private shopping evening for the crème-de-la-crème of Delhi society who got the first chance to shop from the store in India. Adding a traditional Japanese touch to launch, there was a traditional Kagamiwari ceremony that was done by Tadashi Yanai, the Country Head of UNIQLO India – Tomohiko Sei, the Japanese Ambassador in India, key brand partners and other dignitaries present at the event.

The main opening of the showroom, on 4th October, saw over hundreds of people queued up to shop from the store and be among the first 500 people to get a free Uniqlo Tee (UT) from the brand as well as avail the other offers present during the opening weekend. Sharing her support for the brand launch in India was Union Textile Minister – Smt. Smriti Irani who participated in a traditional Japanese ribbon cutting ceremony with Tadashi Yanai and other dignitaries. Also performing especially for the opening of the store we had the Wataiko Drummer Team that performed a traditional Japanese Taiko drum ceremony and enthralled the crowd with their beats. To ensure that the crowds were well taken care of, TOAST and UNIQLO collaborated with Breadtalk and Chaayos to give free food and beverages to the first 1000 people that were in line.

Henna Punjabi, Head – Marketing & Business Development, Toast Events and lead for the project, said “UNIQLO has a very strong brand ideology of ‘Simple Made Better’ that we completely adapted to everything we did for the event. From all our marketing initiatives to the minutest detail that we created in terms of brand experiences, we kept the LifeWear at the centre of it all, and created a common design language for the brand to strengthen and enhance its existing awareness in the country. It was an absolute pleasure for us at TOAST to work with the Indian as well as Global teams of Uniqlo to make this event a resounding success.”

Ravi Kaushik, Operations, Toast Events Delhi, said, “Like every event we’ve done before, the most important thing for Uniqlo was to ensure extremely high production quality with timely delivery of all elements. It was an extremely important project for Toast as we also had active involvement from the brand teams in India as well as Japan. With three back-to-back events to launch the store as well as multiple marketing initiatives and collaterals that were put together by Toast, there were a lot of elements that we managed within the set timeline for the brand, and it was great to finally see the entire space come alive.”

Abhijeet Sutar, Design Team, Toast Events, said “The idea was to make the red Uniqlo cube extremely popular and instantly recognisable across audiences anywhere in Delhi. We used that as a core element in our event and marketing designs, and built all our experiences around this signature Uniqlo cube. Given that the brand aesthetic was extremely minimal, clean, white with hints of red, we ensured that everything designed for the launch embodied this language. It was phenomenal to see the response we received for the large cube installations across malls as well the seeding box that was created and shared with celebrities.”

Uniqlo, the Japanese global apparel retailer, launched its debut store in India, at Ambience Mall Vasant Kunj in New Delhi with Toast Events leading the launch events and marketing activation.

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