Carlton was opening its largest store in Mumbai, in Colaba.
The brief
For a brand built around travel, opening on one of the city's most recognisable shopping streets gave us a very specific starting point: people already come to Colaba to browse, buy and see what's around.
The insight
In Colaba, you rarely walk in knowing exactly what you’ll find.
There’s always another shop, another window, another street to explore.
That gave us a simple way to build the launch around Carlton’s new address:
Find. Explore. Pack.
What we did
First, we gave people something to find, using CGI-led content to tease the store across feeds.
Then we gave them a reason to explore, sending influencers through Colaba and into Carlton, with their journeys moving from the street into the store.
And once they were inside, we shifted the story to pack, using social content to show Carlton as the destination for premium travel essentials.
