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Madison PR Initiates Fashion Hi Tech Imbibing the RFID Technology with the #WillsFashionTag at WIFW 2014

April 4, 2014 - Mumbai, Maharashtra, India

Wills Lifestyle India Fashion Week, the 17th Edition created a milestone not only for the brand but also in the history of Fashion Weeks across the globe by introducing the RFID (Radio Frequency Identification) technology to fashion with the #WillsFashionTag campaign propounded by Madison PR along with the Wills Lifestyle team. With just one swipe of the tag, one could take selfies, cheer for their favorite designer and share fun emoticons on Facebook and Twitter, all at once! The #WillsFashionTag is a unique integration of digital and social media platforms with Fashion updates on real times basis. Apart from being an element of fashion quotient at the fashion week, the #WillsFashionTag campaign created a frenzy across on-line platforms with a staggering number of conversations and impressions on social media platforms. Thereby breaking the clutter and enabling significantly higher interest and engagement levels amongst the Indian consumers, designers, fashion enthusiasts, Buyers and all other stakeholders.

Speaking on the objective and strategy of this campaign, Mr. Karan Kumar, GM Marketing, Lifestyle Retailing Business said, "This season we wanted to drive our presence on digital platforms surpassing all previous  records with the intention of engaging more and more fashion enthusiasts at the venue and outside. We wanted them to share all the excitement, at the shows and outside with their extended social communities - sharing more, faster & seamlessly across multiple social and digital media platforms. The idea was to take the fashion week outside the physical confines of the venue, spanning across the country and beyond. Marrying fashion with technology in manner that had not been seen anywhere in the world and something that would change for all times to come how fashion weeks are organized and shared with enthusiasts anywhere in the world."

The RFID campaign followed a simple format wherein every visitor was given a RFID wristband with a barcode and an inbuilt chip through which they could automatically share updates of the fashion week with their network of family and friends on Facebook & Twitter. The visitors were extremely enthusiastic to use this technology and status updates, pictures, videos and much more found their way to the internet with the #WillsFashionTag being one of the most frequently used tags on Facebook and Twitter.
This was a very proud moment for the entire Madison PR team and speaking on their achievement, Mr. Paresh Chaudhary, CEO Madison PR said, "A campaign of this sort has never been thought of or executed on such a huge platform before. It is a PR led innovative idea that caught the attention of all stakeholders at the WIFW 2014. I am indeed very proud of our team led by Naina Siwach, Head, Luxury/ Lifestyle verticals who worked in sync with a very supportive client for enhancing the brand differentiation”.
The RFID campaign has created waves in the fashion world and celebrities like Soha Ali Khan, Neha Dhupia and Sona Mohapatra were also spotted making the most of it. The #WillsFashionTag campaign has definitely re-defined and revolutionized fashion in true sense.
#WillsFashionTag; has not only created a milestone in the history of Fashion PR, but has risen the ante for innovation in the PR arena in India.
About Madison Public Relations:
Madison PR is a 15-year-old strategic communications company specializing in innovative brand building techniques and campaigns, partnering with blue chip clients like Procter & Gamble, Britannia, Godrej, GoAir, Levis, Café Coffee Day, PUMA, and GSK apart from the new brands it has added to its portfolio. It has offices in Mumbai, Delhi, Bangalore, Hyderabad and Pune. Madison PR is a unit of Madison World, a 25 year old diversified communication group with 26 units across 9 specialized functions covering Advertising, Media, Business Analytics, Out-Of-Home, PR, Rural, Retail, Entertainment, Mobile and Sports.

Photo Caption: Mr. Karan Kumar, General Manager Marketing, Lifestyle Retailing Business

Source: Business Wire India


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