Objective and Business Challenge

Skybags has always resonated with students, college-goers, and young professionals. But in a digital-first era where Gen Z craves cultural connection and individuality, the challenge was to move beyond “functional” and enter the realm of “fashionable, fun, and fandom-fuelled excitement.”

The goal:

• Refresh brand perception for the Instagram generation
• Align with pop culture without feeling forced
• Turn backpacks into collectible conversation starters

Campaign Milestones

• Pre-Buzz Rollout
  Skybags amped up curiosity with two high-engagement events:
• Archies Treasure Hunt: A gamified scavenger event that merged physical and digital clues.
• Archies Prom Night: An immersive event themed around retro fashion, music, and the new-age Riverdale vibe.
• Launch Activation
  Archies-themed photo booths popped up at high-footfall malls and youth hotspots—designed for selfies, stories, and reels. Every picture posted with the hashtag #ArchiesEdit turned fans into campaign ambassadors.
• Influencer Integration
  Content creators received limited-edition bags and styled them as part of their “back-to-college” or “prom-ready” look books—fuelling millions of impressions.
• Media Coverage
  The collaboration earned widespread editorial buzz, with coverage in top-tier outlets:
• The Times of India covered the launch, calling it a bold blend of innovation and retro design.
  Read article →
• Afaqs! Profiled the campaign’s full-funnel rollout—from print and digital to outdoor activations.
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• MediaNews4U explored the collection’s youth-centric aesthetic and nostalgic draw.
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• Fashion Network noted how the collection tapped Gen Z’s love for retro pop culture.
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• Afaqs! (again) listed Sky bags in Netflix India’s multi-brand marketing blitz for The Archies.
  Read article →

Strategy and Execution

1. Nostalgia x Now

By reimagining The Archies aesthetic into modern, collectible backpack designs, Skybags tapped into a dual emotion—retro cool meets Gen Z rebellion. The product itself was a statement of style and cultural relevance.

2. Experiential Pre-Buzz

Hosting the Treasure Hunt and Prom Night allowed fans to step into the world of The Archies, before even watching the show. These events blurred the line between marketing and memory-making.

3. Digital & On-Ground Synergy

Skybags activated photo booths with custom props, colours, and lighting—all designed for content creation. These served as natural UGC magnets while driving real-world interaction.

4. Influencer & PR Strategy

The campaign brought together lifestyle influencers, youth creators, and fashion bloggers to co-create content around the edit. Meanwhile, strategic PR ensured the collaboration was viewed not just as a product drop—but as a cultural moment.

Results and Measurable Impact

• 50+ media features across lifestyle, entertainment, and fashion publications
• Millions of impressions through influencer content, story resharing, and challenge participation
• Strong Gen Z recall: Uplift in unaided brand awareness tracked via social conversations and engagement
• High on-ground interaction via photo booths, with users tagging Skybags across Instagram and Reels
• Boosted brand perception from utility to pop culture relevance

Strategic Takeaways

• Cultural crossovers deepen brand identity: Partnering with Netflix let Skybags tap into a ready-made fan base with strong emotional triggers.
• Experiential + Shareable wins, Gen Z: Events like Prom Night weren’t just activations—they were IRL Instagram moments.
• Design-led merchandising becomes collectible: Backpacks transformed from products into lifestyle pieces, riding the fandom wave.