FOREVER21 STORE LAUNCH
VR Mall & Orion Mall
The first two F21 Stores in Bangalore we due to launch at the same time. The company needed a unique experiential marketing effort that would attract a large crowd and lead to a lot of content creation and engagement on social media as well as big PR campaign. The idea that we developed centered around a 'funathalon' - a short marathon for young girls leading to 3 main winners and many smaller giveaways to the contestants. One funathalon was held at each mall. To add to the fanfare and excitement we also brought it Aditya Roy Kapoor and Illeana D'cruz to kick off the funathalon and inaugurate the two stores. The effect of this was that there were over 600 total runners and many friends who came to watch. A large crowd gathered in both places, leading to a lot of photos uploaded and shared in the teenage community. The funathalon was followed by a PR event in the evening at the JW Marriot leading to extensive coverage in all the publications
