It’s the age of speed dating, and brands targeting the youth are beginning to ride the wave. Fashion brand Indigo Nation, from the house of Indus Clothing, has picked up a property in the ‘5-minute Speed Dating’ event, and will host Bangalore’s first such event on February 10.
Talking about its association with the concept, Arun Sirdeshmukh, Head Marketing, Indus-League, said, “At Indigo Nation, we have always created new styles, new ideas that are ‘contrasting’. We have communicated with young men in the manner in which they comprehend. Speed dating is another platform, which is new. The young are excited about the opportunity it provides to meet new people with a style.”
Indigo Nation had recently launched its ‘Contra Formals’ range of formal wear targeted at men below 30 years. Now it’s dating time with an element of style woven in, and the ‘5 Minute Speed Dating’ would be the first such event in Bangalore, claim the organisers.
As participants register at the apparel brand’s website, they will vie for a chance to meet at least 10 different people in one evening at the event. Though the time spent with each member of the opposite gender will only be five minutes, the brand will get to drive home the message throughout the event and prior to it, through promotions.
Indigo Nation is keen to create a buzz around the event. Besides print advertisements, there will be in-store promotions at all the brand stores to promote the event. In addition to this, the brand’s ‘Loyalty Club’ members are being informed about the event, and being invited to register.
10 male and 10 female participants will be selected from those applying on the site. The face off will be at a club, Spinn. The organisers will mail ideal matches based on scores entered by the participants, for each of their dates.
For Bangalore’s singles, its time to mingle on February 10, courtesy, Indigo Nation. Now this is one brand experience that will be hard to forget, if created right. It might even last a lifetime.