Mahindra Retail,a part of the USD 16.9 billion Mahindra Group, recently announced its incorporation with Carter Inc(NYSE:CRI), an American heritage brand for children’s clothing, gifts and accessories, to its chain of BabyOye stores across India. Together the two brands look forward to celebrate the colours, prints and joy of childhood through tastefully designed Carter Inc. couture that they plan to display across a total of 100 Baby Oye Store-in-Stores format across 50 cities and an online store at babyoye.com.
The nation got its first sneak peek into the exquisite clothing line at a Press Launch that was managed and conducted in conjunction with NeoNiche. Various online and offline channels were used to reach the target audience through a series of compelling communication. At the event, the guests were greeted and welcomed by a host of speakers like ZhoobenBhiwandiwala (Chairman, Mahindra Retail), Prakash Wakankar (CEO, Mahindra Retail) and Kevin Corning (Executive Vice President - International, Carter’s Inc.), Deanna Abdeen (Deputy Principal Officer, US Consulate), amidst an elementary set up. Long-time avid followers of Carter Inc, MandiraBedi and her son Vir were rightfully chosen as the Guest of Honour to conduct the launch.
In order to give the audience the experience of a store, the set up was fashioned in a manner that would split side wards to unveil the choicest Carter Inc collection arranged in the form of a physical store. Uber cool plasma screens, brilliant lighting systems and a multiple camera set-up were used for a panoramic audience view. The flawless technical and production support further helped in creating an impactful and long lasting impression of the new venture in the minds of over a 100 prominent media journalists.
Commenting on the launch,Indraneel Bhatt Director, NeoNiche Integrated said, “We are honoured to be associated with this super promising venture. A press launch is packed with numerous elements, both big and small that must flow in a flawless and sequential manner. We are glad that we could deliver what we promised.”