A longstanding platform for iconic style & fashion, The Blenders Pride Fashion Tour in its thirteenth year needed to magnify & broad base its market dominance. With an ever widening spectrum of audience, Blenders Pride identified the need to converse with the 'middle class' range in India to steer its economic spikes.

The need was viral engagement with the new audience while increasing brand awareness & spreading a positive word of mouth.

The Objective was to break the mould of speaking with a 'limited audience', while effectively increasing their TOMA in tier 2 cities.

The scale of execution was one, few could comprehend.

> The tie up saw the coming together of 3 large iconic platforms – The Sanjay Leela Bhansali Productions, EROS International & BPFT.

>With a massive pre-launch social media campaign activated on the Blenders Pride Fashion Tour page, ‘Bajirao Mastani’ was trending across social media portals, with posters that had not broken onto the media circuit just yet!

>An on ground consumer promo offered the fans an opportunity to meet the stars

>The one-of-its kind collaboration saw the unveiling of Bajirao Mastani’s title song at a fashion extravaganza with Deepika Padukone playing showstopper

>The world caught a preview of designer Anju Modi's special collection for the movie, reflective of its era & opulence.

>The brand that recognized the scale & magic of Bhansali’s work, wrote history with a collaboration that peaked its PR value to a whopping 490 million