Use of Direct Media
Client Arvind Lifestyle Brands Ltd
Brand GAP
Agency Toast Events Pvt Limited
Brief Make entry into India’s fashion capital with two stores launches in Mumbai. Reach out to key influential people and consumers with innovative messaging, activate various promotional media and platforms and create a launch event with lasting brand aura leading up to the launch and beyond.
Scale & Location
 Location/Platform: Across Mumbai the campaign was carried out in record time with zero errors.Using the dabbawala services each invite was hand delivered reaching out to corners of the city from individuals to corporate houses and celebs.
Cultural Context
 Location/Platform: Across Mumbai the campaign was carried out in record time with zero errors.Using the dabbawala services each invite was hand delivered reaching out to corners of the city from individuals to corporate houses and celebs.
Solution
 Riding on Dabbawalas;known for their timely deliveries we used this service instead of run-off-the-mill invites with a plan to hand deliver customized GAP branded dabbas containing goodies to 250 influencers across Mumbai. Each of these influencers in turn activated their social media profiles to showcase their unique invitations and dabbas. Bringing in the local Mumbai flavor to the GAP launch.
Results:
 People took to their social media profiles to show their love on receiving the GAP Dabbas. Profiles were flooded with GAP generating buzz about the launch.250 Direct mailers sent out we EARNED response over 1K post generated an impression of 7.2 Million and reach of 6.3 Million on the social media and plus a unique post got the reach of 5.8 LAC on Facebook #hellomumbai and @gapindia went viral.
Insights:
 Launching a new brand in the city that is flooded with international brands needed a dramatic entry. we connected with people of the city by talking to them with something that they relate to and take pride in. These unique DABBAS became popular to a level where brand started getting calls from people asking for the invite for its innovative design and messaging concept that has spirit of Mumbai.