amante celebrates yet another successful association with Lakme Fashion Week

Company Brief

Mumbai, March 31, 2015

Last week, Mumbai played host to the most popular fashion event of the country - the Lakme Fashion Week (Summer Resort 2015). From an extremely successful association last season, this year also saw amante as the official lingerie partner for Lakme Fashion Week.

Adding an element of fun and breaking conventional norms of brand promotion, amante, transformed an otherwise traditional kiosk space into a sensuous and quirky interactive zone for fashionistas, aptly titled the amante Pink Couch. The Pink Couch activity at LFW was aimed at generating quality content, spreading awareness and increasing engagement for the brand by tapping into influential celebrity/prosumer expanse, explosive social media and blogosphere space with candid content that connects with consumers.

It all started last year at Lakme Fashion Week (Winter Festive 2014). The first edition of the Pink Couch saw Diandra Soares & Manasi Scott reigning the Pink Couch, having fun with fashionistas at the event quizzing the likes of footballer Mark Bolton, Miss Malini, Shweta Salve, Anju Modi, Carol Gracias, and many more to spill out some of their juicy little secrets.

Keeping in line with last year, this season, actress and model Shveta Salve took over the proceedings of hosting the Pink Couch. Bigger, better and more glamorous, this episode hosted influencers like Mandira Bedi, Manasi Scott, Narayani Shastri, Chandni Sareen, Sophie Choudhary, Pia Trivedi, Kanishtha Dhankar, Anindita Nayar and many more who warmed the hot seat, revealing secrets on their personality and lingerie preferences. The Pink Couch turned out to be a lively activity with some very juicy revelations by the guests.

It was amazing to see how amante demonstrated the otherwise hush-hush topic of lingerie through the Pink Couch and a special lingerie master-class “#LetsTalkLingerie”, busting all the myths around lingerie and providing guests with fun and helpful tips. The session attracted throngs of women and bloggers who actively participated in an hour long interactive session which was all about loving oneself and embracing one’s body type with an opportunity to get measured and fitted by a professional. The event was one of the most talked about sessions at Lakme Fashion Week and created lots of conversations online.

Overall, the Pink Couch and the lingerie masterclass saw a lot of success and traction this season. Speaking on the final day of Lakme Fashion Week, Ms. Smita Murarka, Head of Marketing and E-commerce MAS Brands India Ltd. said, “We feel so honoured to have the opportunity to reach out to so many young women and help them get to know their lingerie better. We aim to actively associate with various other platforms which gives us an opportunity to reach out to women everywhere.”

For further information, please contact:

Moala Longchar

Email: moala.longchar@mediamoments.in

Mobile: 8826247402