Superdry is a high street British clothing and accessories brand that launched in India in 2012. Their products combine Vintage Americana styling with Japanese inspired graphics. Reliance Brands represents Superdry in India. In 2013, BAJAAO Entertainment was approached by Reliance Brands to program artists for a live music series that would:
To help them achieve these goals, we conceived of the Superdry Live Series to be held in each of their 6 stores in Mumbai, Pune, Gurgaon, Delhi, Chennai and Chandigarh. The Superdry Live Series was designed to be a competition between young and talented local DJs, as internationally the brand associates itself with electronica music. The competition was split into two rounds, a regional round in each of the cities, and the national round held in Delhi. Artists such as Blot!, Bay Beat Collective, Sandunes and DJ SuReal headilined and judged these competitions and young DJs like Little Brontosaurus, White Rabbit, Algorhythm were some of the competitors. BAJAAO designed the complete look, feel and vibe of the Live Series. We curated the light design, venue décor and the acoustics for all shows.
To further brand awareness amongst youth and to ensure that all shows were successful, BAJAAO brought Budweiser on board as the alcohol sponsor for all events. Overall, there was a footfall of over 200 people at each of the 6 events.
Superdry’s brand visibility increased tremendously because of the extensive social media campaign during and after the Live Series, the fact that the shows happened in the stores itself, and because of the calibre of the artists associated with the Live Series. This provided Superdry with a platform to launch effectively in India. Since the Live Series, they have launched several new stores in Mumbai and nationwide. Thanks to the success of the Live Series, BAJAAO has been working closely with Superdry and other Reliance brands such as Gas, Diesel, Quicksilver etc ever since. We were the partner of choice for new store launches of Gas and other Superdry stores in Mumbai. We have been providing turnkey management services, sound and lights and artist programming for the same.