United Colors of Benetton India joined hands with BMW Group India as the Associate Sponsor of their first-ever music and driving festival – BMW JOYTOWN to create a vibrant and immersive experience for consumers. The two-day festival enthralled fans and enthusiasts in Delhi and Mumbai. With this move, Benetton aims to provide a unique brand experience to today’s customers in the premium casualwear segment.
Benetton’s presence at the JoyTown festival brought the brand’s DNA to life through a fun-filled experience zone, filled with colorful energy. The dome-like setup featured strategically placed digital screens that ran the brand’s current campaigns and some key historical films. Featuring a two-tier product display of chic Italian styles from the latest collection, the zone had a heritage section that took attendees down the memory lane showcasing the brand since its inception. An exclusive section exhibited some of Benetton’s iconic campaigns.
A Sip & Paint activity was open for all visitors, wherein they sat for an immersive experience to paint a canvas and unwind with a glass of wine. They were seen soaking in the Sun, colourfully stroking along their favourite Benetton artworks.
The Benetton experience was enlivened with in-motion Graffiti Wall Art installations at both Delhi and Mumbai with artists Graffiti Geckos and Dizy One. Attendees could add their hues to this live art as well.
A Personalisation Corner was curated with on-the-spot screen-printing and embroidery machines, where visitors could choose some of the iconic brand campaigns to be printed on tote bags or T-shirts, and get it personalized with embroidered patterns of their choice.
The Benetton zone was visited by the likes of Key Opinion Leaders in the fashion fraternity like the designer Suneet Verma, Fashion Editor Nandini Bhalla, and many other Stylists and Influencers from both the metro cities.
The buzz from these activities, engagements and collaborations helped Benetton receive significant conversations on social media platforms garnering a total of over 26 million impressions.
BMW JOYTOWN festival received a footfall of almost 13000, across Delhi and Mumbai editions. Benetton’s experience zone subsequently received an overwhelming response due to its prominent setup design, and engagement let activations.
Apart from some interesting product launches and stunt drifting events organised by the group, the event also had live performances by some popular music artists such as Ritviz, King, Rajakumari, Lucky Ali, Mitraz and many others. Food trucks, dessert cafes, fast food joints, and bars offered visitors a wide variety of gastronomical options.
Throwing light on the brand today, Ramprasad Sridharan, CEO & MD, United Colors of Benetton India said, “This marks the beginning of a new era in which Benetton’s signature celebration of diversity takes on a more contemporary nuance in the premium casual-wear segment. With the new creative direction, we are renewing the brand’s image in India without betraying its unmistakable style.”.
Speaking about the sponsorship, Kaveri Nag, Head of Marketing, United Colors of Benetton India said, “Benetton has always been a brand brimming with creative innovations. The entire space was envisioned with a digital-first mindset, while on-ground, we displayed Benetton in it’s true glory of Colors, Italian Heritage and Fun. Each and every corner of the setup made for the perfect Instagram click, and that resulted into a seamless offline to online delight.”
