Pune Fashion Week looked to re-purpose their property for the 6th season. With a bigger campaign and turnout in mind.
"Fashion is about something that comes from within you." - Ralph Lauren
Instead of targeting the fashion world, we turned to the everyday people of Pune and willed them to come out and show their fashion style and instincts. Using #MakingPuneFashionable, we enabled people to speak about their love for fashion and showcase this in several phases of interactive campaigns.