Maxus successfully executes Blenders Pride fashion Tour

20 Mar,2015

By A Correspondent


The Blenders Pride Fashion Tour has been synonymous with Indian fashion and style circuit for close to a decade now, this year particularly, the premium on ground property not just saw a massive on-ground swell but was also highly successful in increasing its fan base. Maxus through its award winning creative team came up with a post-event content strategy which managed to devise a premiere show format out of the established on ground event and transform it into interesting content.  Maxus successfully developed a four-part TV series that was aired on Star World capturing the brand message, ideas and glimpses into the on-ground event. The comprehensive campaign was able to victoriously integrate the brand’s positioning via the juicy content of the tours and took it from just a few cities and limited audience to people’s home now. The show had reached 36 million viewers through long and short format.


Titled ‘Taste Life in Style’, the show became a platform where people with stylish personas decoded their individual sense of styles and professional lives, set against the backdrop of the Blender Pride Fashion Tour events. Each of the four stylish personalities brought to the show a unique flavour of a world which reflected their head strong attitude to life, their sense of style, the spaces they occupy and designs they create.


Some of the many guests who got featured include big designer names such as Neeta Lulla, Rocky S, Namrata Joshipura, and Gaurav Gupta. Noted musicians like Midival Punditz, Karsh Kale, Ashvin & Ash, Anushka Manchanda too were featured at the tour. A varied mix of speakers like Boman Irani, Chetan Bhagat, Wasim Akram and Irrfan Khan were part of the same.  The star line up also included guests such as Gautam Singhania, Adhuna Akhtar, Nagesh Kukunoor and Vikas Khanna.


Raja Banerji, Assistant Vice President at Pernod Ricard India, said India’s most future ready media company elevated the renowned and stylish Blenders Pride Fashion Tour to newer heights. “In our commitment towards our fans we have always strived to evolve and provide them the best that we have to offer. Our belief in Maxus to devise the most compelling content plan for the Blenders Pride Fashion Tour this year definitely helped, as through their efforts we reached an astonishing 36 million people, through long and short formats. We would definitely like to congratulate the team at Maxus and look forward to future associations.”


Through the shows a large number of people would be able to get a glimpse of the renowned celebrities into their personal spaces and lives, and witness how style gets blended into their world. The Blenders Pride Fashion Tour thus is set in this context, decoding the true meaning of style through a myriad of varied perceptions.


Speaking on the favourable outcome of the campaign Maxus ESP national director Shailja Vohra said, “The Blenders Pride Fashion Tour is one the most focal points in the Indian Fashion sphere and are our esteemed clients. Blenders Pride wanted to be associated with style as a positioning and with celebrities that represented its core values. Our content strategy helped them achieve just that and the essence of our role was in helping Blender’s take an established on ground event and turn it into riveting content that was sustainable, interactive and most important integrated!”


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