Client Brief

Gateway was the new kid on the block at Taj and wanted to explore various touch points that could connect it to the upwardly mobile 35+ year-olds.

Idea & Execution

We suggested that rock shows would be a great way to communicate with their target audience. We created a property called "Revolutions" for them which played on both the revolution of the LP as well as the revolution in thought.

Every rock show that was organised was dedicated to a particular band or musician with various Indian musicians performing that band's songs. We created very funky posters which resonated with the music of the band and spoke to the target audience in a witty manner.

Result

It was one of the most successful activations for Gateway and it helped establish the brand and popularised it with the target audience to a great extent