The core communication was on how the brand Arvind Mills needs to be refashioned as a modern name in a stylish ready-made and not just a respected fabric brand with a rich legacy

The event was designed to capture the attention of the youth with the chic designs, talking to them through contemporary bloggers and top fashion influencers. The environment was thus tech-savvy and very ‘today’

The high-end event was all-encompassing with on-the-spot makeovers, photo-ops with professional photographers, and a turntable for a comprehensive makeover experience

Exciting live contests, making fun videos for easy digital use, and creating hashtag trends kept the event on track to retell the mythical Arvind story with a modern twist

Male influencers across categories attended this high tea event

The hashtags went viral, creating ripples on social media with pictures, events, and live updates from the event

Through celebrities, fashion bloggers, and influencers, brand Arvind reached out to a new, younger target audience with their latest range