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Diesel  

CLIENT: DIESEL

THE OBJECTIVE:

To announce the launch of Diesel in India.
To position Diesel as the most awaited irreverent casual fashion brand in India.
To create the correct prominence and perception of the Brand with the TG.
To be perceived as the Ultimate in casual fashion and luxury denim brand in India

THE IDEA: "BE STUPID".

THE ACTIVITIES:

Pre Launch Buzz:
- FAM Trip to Italy and Interviews with Renzo Rosso
- Store Launch release

Launch of Diesel with Renzo Rosso:
- Exclusive One-on-one interactions
- Editors Brunch
- Press Conference and High Profile Launch  Party

THE RESULT

Over 125 clips (including Print/ Magazines / Online / electronic)  with Coverage in all major publications with the correct messaging
Garnered over. 19,393,250 INR from the key coverage and received good prominence vis-à-vis other brands across publications
Coverage was generated over the span of a 2 weeks with the exception of the magazine coverage which was over the span of  2 months including the FAM Trip

 

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