By Kaustav Dey, Vice President: Marketing for Tommy Hilfiger, Calvin Klein, and Arrow India. Learn about the top 7 branding lessons from the Disha Patani & Calvin Klein case study.
- An insight-driven interactive session with a Marketing expert and TED speaker on branding strategy in a digital age using the incredible power of celebrity
- Breaking down a robust yet simple 7 step strategy to maximize Brand benefit using the renowned, viral case study of Calvin Klein and Disha Patani in India
- Deep dive with interactive sessions on each of the 7 steps through media-rich content, top marketing takeaways as well as interesting personal anecdotes and experiences
Understanding and mapping your Business strategy to a Celebrity Marketing strategy
- Brand Fit –
Authenticity is key – Understanding and evaluating who is the best fit for your brand
- Differentiation –
How to utilize the celebrity in a manner that is completely differentiated from competitors
How to create rich, engaging content that differentiates you in a cluttered marketplace
- Focus –
Identifying and creating the celebrity’s communication strategy – Social media calendar
Linking back to your Product
Identifying peak periods mapped back to market & consumer trends
- On ground activation –
Bringing the dream to reality – Bring the celebrity to your consumer
On ground events
- Amplification –
Making the celebrity a 360 degree communication touchpoint for your consumer – mapping organic visibility opportunities to create brand salience – shoots, red carpet, airport looks etc
Using media to amplify the narrative
- Evolution –
Keep it fresh, keep delighting customers
Where do you go next?
You do not need any knowledge to attend or learn from this workshop. It is advisable for people above the age of 13 to attend this workshop to gain the most out of it!
With over a decade in the fashion and luxury industry, Kaustav Dey, VP Marketing of Tommy Hilfiger, Calvin Klein and Arrow India, is one of the most recognised and revered personalities in the field. He has built some of the most loved brands in the world and worked with top celebrities such as Hrithik Roshan, Sachin Tendulkar, Disha Patani, Sonam Kapoor, Ranveer Singh, Diljit Dosanjh, Jahnvi Kapoor & Jacqueline Fernandez as well international stars such as Gigi Hadid and grammy award winner Estelle.
Kaustav is also a TED speaker and his TED talk on ‘Fashion as Identity’ has garnered over a million views on Ted.com. Following this, he also inspired the Pride theme – ‘Fearlessness’ for one of the largest global fashion conglomerates, PVH in Europe in 2019.
Kaustav has been featured by global media such as NPR in USA for TED Radio Hour, renowned publications like Harper’s Bazaar, Elle, Grazia, India Today Spice etc and is also one of GQ Magazine’s 100 Best Dressed people in India.