Iconic Italian lifestyle brand Diesel believes there’s nothing dumb about stupid. And with this ‘Stupid’ philosophy, the brand is spreading its base in India. Diesel has launched two stores in Mumbai this month in partnership with Reliance Brands Ltd, a part of Reliance Industries Group. Diesel stores will be opened in Bangalore, Delhi and Hyderabad over the next few months.
Designed by the Diesel creative team, the two Mumbai stores exude their own distinctive identity and are not a replica of any other existing Diesel flagship in the world. These two stores are located at Juhu Tara Road and Palladium, High Street Phoenix. Both stores will feature the complete Diesel lifestyle - including apparel, footwear, intimate wear, timeframes, shades, fragrances and accessories as well as limited-edition products developed in collaboration with other brands.
Announcing the launch officially in India, Renzo Rosso, President and Founder of Diesel, said, “I have always admired Indian people, they are very passionate about what they do and they have an innate fashion taste. India has been one of our major objectives for the last five years; we worked hard in order to find the right location, the perfect time and the right partner to expand our brand in this country. The time is now and we are very excited to be here.”
Speaking on the occasion, Darshan Mehta, President and CEO, Reliance Brands, said, “To launch In India one of the most iconic brand in contemporary fashion, is the culmination of a dream and many months of painstaking but enjoyable work for my team and me. Diesel has spawned a genre of fashion that is an alternate to established luxury and in India it arrives to a throng of hungry fashionastas and a growing generation of cool consumers.”
Earlier in January 2010, Bangalore-based agency Happy had been entrusted with creative duties of Diesel in India. Happy won the business after a closed pitch process that involved only creative boutiques from across the country.
The campaign work has already been broken across print and outdoor heavily. There has been some heavy on-ground activation too that were kicked off recently at GoaFest 2010 which was termed as ‘Be Stupid’ activities that included condom distribution in an interesting pack keeping in mind the ad guys that were targeted which were slipped around beer bottles as neck tags.
Born as a denim brand, Diesel is a lifestyle brand with collections in casual clothing, footwear, accessories, fragrances, eyewear, jewels, helmets, home textile, furniture and lighting, and even a car, the Fiat 500 by Diesel. With ‘Planet’ Flagship stores in Milan, New York 5th Avenue, Tokyo and Hong Kong and mono-brand stores in Milan, Rome, New York, London, Paris, Amsterdam and now Mumbai, among others, the Diesel influence is wide and global.