OBJECTIVES:

• Generate interest and foster conversations surrounding the launch of Akshay Kumar's apparel brand

• Raise awareness about the opening of the first brick-and-mortar store for the brand in Mumbai and create anticipation among the audience

• Establish the brand as consumer-friendly, fashionable, affordable and of high quality, serving as an extension of Akshay's fashion style

STRATEGY:

• The focus was on executing a groundbreaking concept for the store launch, aiming to forge a unique connection between the brand and Akshay Kumar himself. This involved elucidating the meaning behind 'Force IX' to the audience and highlighting the brand's offerings

• The strategy involved actively engaging the audience through various channels to create excitement and build anticipation for the store opening

• Dramatise and plan Akshay Kumar opening the store for his fans the audience in a one of a kind and never seen before way that highlights his persona

RESULTS:

• The live stream of the store launch was watched by around 7 lakh people. There were articles written about it as well

• The store launch was highly successful & garnered plenty of attention, with Forbes writing an article about it too

• The never done before idea - Inaugurating a store from inside, it was unique and loved by the fans & the media!

• There was a blue carpet, in line with the brands colors - to welcome the fans into the store