All those present at the Draw of Lots ceremony for ‘2-in-a-Row’ exhibitors at Mumbai recently were in for an unexpected visual treat! On the occasion, they got the opportunity to have the ‘first look’ at the unusual creative campaign for InFashion 2012.

Conceived around the theme of “Feel it”, the campaign focuses on presenting the whole event as a sensory experience -- where visitors, invitees and exhibitors collectively participate in appreciating the nuances of fashion through ‘seeing’, ‘touching’ and ‘hearing’ the innovations in fabrics, accessories, design, production, marketing…

The campaign’s flagship advertisement has the headline, “See the Magic”. This will also form the core message of the entire publicity package, and will be used wherever a single ad or stand-alone piece of communication like a hoarding, banner or standee is required. (However, other ads in the campaign, featuring headlines like “Touch the Style” and “Hear the Passion” will also be released wherever possible.)

The look of the charming woman, submerged in ‘waves’ of flowing fabric, and with innovative earrings shaped from yarn spindles -- her eyes closed and her smile betraying a joyfully sensuous feeling -- is ready to become the memorable face of this exciting, one-of-a-kind event!