For Lakme Fashion Week Summer Resort 2015, we created a digital innovation wherein we hosted the First Ever Instagram Show for Designer Masaba Gupta's exclusive collection.

1. FIRST EVER
S H O W
INSTAGRAM
SUMMER
RESORT
2015
PRESENTS
INDIA’S

2. Take Lakme Fashion Week
down the global runway
Explore newer digital avenues
and bring innovation to the
world of fashion.
Generate more
buzz on digital
for the brand.
Objectives

3. Platform
Instagram is emerging as a
powerful medium in fashion marketing.
Heralded as the ultimate destination
for fashion mongers.
More people are turning towards
Instagram for latest fashion trends.
We capitalized on this trend to
create a collaboration of a one of a
kind “Instagram Show”.

4. We partnered with Instagram, a
photo sharing app, to showcase
Designer Masaba Gupta’s brand
new collection exclusively for a
‘Digital Runway’
Idea
The Masaba Gupta Instagram Show
was used as an innovation and it
was the first of its kind in India.
Live Instagram accounts for
Lakme Fashion Week &
Masaba Gupta.
India’s first ever
Digital Fashion
Week
Create

5. Execution
Phase 1
Imprint 7:30pm
as the Instagram
Masaba
Hour
Phase 2
Live photos
and videos from
backstage.
Phase 3
The
Digital Runway
goes live

6. Pre-Hype
PHASE 1: Posts at 7:30pm to resonate
the Instagram Masaba Gupta hour
in the minds of the followers.
interactions
500+
interactions
370+
interactions
435+

7. Preview
PHASE 2: We built a hype with trailers
showing snippets from the new collection.
Our preview
videos hit
more than
1100likes!

8. Backstage
PHASE 2: The day of the show
startedwith pictures from
“backstage” of the Fashion Show.

9. Live Show
PHASE 3: One picture of each look was
uploaded on Instagram every 2 minutes,
just as in a live show.
followers by
2000
Increase in
in 2 hours
Created
the first ever
Digital
Runway

10. More than 50,000 comments,
likes and shares over time.
The show trended on the
Instagram accounts of Lakhme
Fashion Week and Masaba Gupta.
Engagement
Increase in
in the 15mins
of the live show!
likes by5k
organic

11. Results
Leveraged a new platform to
reach out to a whole new
audience.
Gained new followers and
created an impression in the
minds of the viewers.
The Instagram
show reached
out to more than
30kpeople!

12. Thank You
Conceptualized and executed by