Over 50 women participated and responded to the brand’s call on social media – to find out the Real Avirate Woman of Bangalore and celebrate the opening of the UB City store with her

1. REAL AVIRATE WOMEN APP
CASE STUDY

2. Avirate
International High Street Fashion
Fashion for ‘Real women’
Sensuality

4. A two week contest hosted on social media to celebrate the Real Women out there
Over 50 women participated and responded to the brand’s call on social media – to
find out the Real Avirate Woman of Bangalore and celebrate the opening of the UB
City store with her
11 respondents were shortlisted and ‘Urmila Biswas’ emerged as the winner of the
contest as The Real Woman of Bangalore
Urmila Biswas lived Avirate for the day by being the special guest at the store launch
event, a complete makeover from Avirate and also a chance walk the ramp with
Prasad Bidapa
Grand opening ceremony was also attended by the who’s who of Bangalore and media
of various sorts along with loyal customers of Avirate and finalists of the contest
Real Avirate woman – property of Avirate becomes the talk of the town for Bangalore
All in all Real Avirate Woman becomes a great property to drive awareness, media
interactions and user engagement with the brand Avirate

6. With Avirate taking sensuality to other cosmopolitan and metropolitan hubs
in India namely - Pune, Mumbai, Chennai and Delhi it’s time that the brand
looked for more “Real Women” out there in different cities in the country
Having successfully executed and identified the real woman of Bangalore,
through a social contest, let’s take this contest to fans from other cities
(Pune, Mumbai, Chennai & Delhi) and see what they have to say about
“What makes them feel sensuous?”
Hence, The Real Avirate Woman today becomes a national campaign by
Avirate to look for and gratify the “Real Woman” and at the same time
driving sensuality and Avirate in these cities

7. Opportunity
Real Women
of Pune
Sensuality

8. Mechanics
• Share with us What makes you feel like a real woman:
confident, feminine, and sensuous?
• Contest duration: 14 days
Facebook
Ad/ Media
Avirate FB
Pre-like Page
Real Women
contest tab
Share/
Timeline
Opportunity to garner UGC from the winner for digital properties
till the launch date activity.

11. Gratifications
• A complete makeover from Avirate.
• Be the star at the launch event.
• Walk the ramp with models and lead designers
• Rub shoulders with the who’s who of Pune
• Gold plated Avirate ticket for the winning fan
• Participants could also win shopping vouchers from Avirate

12. Net takeaway
• Successfully drive awareness regarding the new store openings amongst
the target audience
•
• Engaging and entertaining brand experiences online
• Drive traffic and build awareness to other social properties – Twitter,
Pinterest, Instagram etc.
• Identify over 60 women as core influencers for the brand on social
• Highlight Real Woman & sensuality - the core properties of Avirate
• Real Woman social campaign can become a case study, influencer
outreach program as well as a PR talking point for the brand

13. Extensions
• Real woman card – A discount of 10% for top finalists in each city.
• Friends of Real woman – Landing page activity. Real Women of Avirate
invite their friends to shop at Avirate and win 5% discount cards each.

14. Thank You