Screening, Experiential, Curation, Influencer Activity, Design, Digital Advertising.

A Bollywood-meets-America premiere party in Mumbai celebrating the launch of American Eagle’s Great Jeans for Everyone campaign with creators, media and tastemakers.

WHY

American Eagle tasked us with creating a culturally relevant launch moment in Mumbai to celebrate the brand’s Great Jeans for Everyone campaign.

The objective was to drive awareness for the brand in-market by aligning with popular local talent and creators, while delivering a social-first experience designed to generate organic amplification across digital and social platforms.

WHAT

We produced an invitation-only Premiere Party at Keiba at Mahalaxmi Racecourse, bringing together creators, media and tastemakers for an immersive campaign launch experience.

Inspired by a Bollywood meets America theme, the evening blended cinematic spectacle with high-energy party elements to reflect the brand’s youthful and expressive identity.

The event centred around a theatrical big-screen premiere moment, where guests gathered to watch the debut of American Eagle’s newest campaign film following an introduction from the evening’s host.

Guests arrived into a highly interactive, content-led environment designed for social capture, with hero photo moments and branded installations encouraging guests to create and share content throughout the night. Interactive experiences kept the crowd engaged throughout the event, including a photo booth that quickly became a guest favourite and a customisation station where attendees could personalise items and interact directly with the campaign theme.

Following the premiere, the evening transitioned into a DJ-led celebration that blended American and Bollywood music, creating a vibrant atmosphere that kept guests on the dance floor and fully immersed in the brand experience.

With a carefully curated guestlist of creators and culturally relevant personalities, the event generated significant organic amplification as guests captured and shared the experience across their own channels.

IMPACT

Curated guest list of Creators, Media & Talent.
130 Pieces of Social Content Generated.
20,000+ Social Story Views.
465,870,000 Total Online Reach.