Pantaloons: Regional Influencer Model

Fashion brand Pantaloons needed to maintain market share and increase footfall in its stores on the outskirts of Bengal ahead of Durga Pujo, the biggest festival of West Bengal.

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...

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