Campaign details
Brand: PantaloonsBrand owner: Aditya Birla Fashion & Retail Ltd.Lead agency: Mindshare IndiaCountry: IndiaIndustries: Clothing & fashion retailMedia channels: Events & experiential, Merchandise & free gifts, Print, Public relations, Social media, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Durga Pujo is the biggest festival in West Bengal, and Bengal is a key market for the Pantaloons fashion brand.
In the face of increasing competition in the fashion retail market during festival season, Pantaloons developed an optimised regional strategy that would work in Bengal's...