Branding for retail industry: Seagull Advertising's case study of a recent, successful campaign for Jaihind, a popular men's clothing brand in Pune and Kolhapur. The idea was a Fashion Show, with the participants being chosen from facebook. The highlight? Participants get to walk the ramp with Bollywood celebrity Kunal Kapoor. The campaign was primarily carried out through social media and online marketing and got in 172 entries for the fashion show, apart from creating a lot of buzz for Jaihind.

1. JAIHIND TIRANGA FASHION SPLASH EVENT – 15th Aug 2013
- A Seagull Digital Case Study

2. Just like every other year, Pune's popular men's retail brand, Jaihind,
wanted to do something interesting on Independence Day, to engage
their consumers.
Client’s objective:
•Spread awareness about Jaihind on Independence Day
•Drive more traffic to the store during this period
Create buzz on
independence day

3. Seagull planned a unique Independence Day fashion event called the Jaihind
Tiranga Fashion Splash, with Kunal Kapoor, on Aug 15th, at the Jaihind store.
Jaihind Tiranga
Fashion Show

5. - The ‘Jaihind Tiranga Fashion Splash’ event would consist of a fashion show, with
Bollywood hunk and Jaihind’s brand ambassador, Kunal Kapoor walking the ramp at
the Jaihind Laxmi road store.
- Kunal would also visit all the Jaihind stores on that day and interact with crowds.
How did we engage our audience?
For the event, we invited the youth of Pune (male models) to upload their photos on
our facebook page and win a chance to walk the ramp with Kunal Kapoor.
To elaborate

6. One deserving model would get to star in Jaihind’s forthcoming ad campaign,
with a leading Bollywood star.
The highlight?

7. - To get 100 participants for the event within 2 days
SMART Objective

8. Online: We took our campaign online, primarily on Facebook, while creating enough
noise through online marketing channels like Google adwords, emailers, facebook
adsRadio: We also supported it through radio ads
Our flight plan

9. - To create buzz online, we ran Facebook
contests where lucky winners would win the
chance to get photographed with Kunal Kapoor
- On ground in our stores, we had Kunal Kapoor
himself give away autographed tees
- We spread the same message online, to drive
traffic to our Jaihind stores
Other community
building activities

10. SMART Objective achieved:
- Within 2 days and within just 1/10th of what print
advertising would have cost us, we got 172 entries
for the event on our facebook page
- We also increased traffic to the stores through our
various engagement initiatives
Increased social community size:
Our facebook community base grew from 0 – 1636
in just 2 days. And more importantly, these fans are
also potential Jaihind customers.
The Result?

11. Event conceptualised and managed end-to-end by Seagull
Advertising (Seagull Planning, Digital and Events)