Home / Knowledge / News / Association/Org / Madison PR imbibes RFID technology at WIFW 2014
Madison PR imbibes RFID technology at WIFW 2014
Apr '14
Karan Kumar
Karan Kumar
With just one swipe of the tag, one could take selfies, cheer for their favorite designer and share fun emoticons on Facebook and Twitter, all at once! The #WillsFashionTag is a unique integration of digital and social media platforms with Fashion updates on real times basis. 
Apart from being an element of fashion quotient at the fashion week, the #WillsFashionTag campaign created a frenzy across on-line platforms with a staggering number of conversations and impressions on social media platforms.
Thereby breaking the clutter and enabling significantly higher interest and engagement levels amongst the Indian consumers, designers, fashion enthusiasts, Buyers and all other stakeholders.
Speaking on the objective and strategy of this campaign, Mr. Karan Kumar, GM Marketing, Lifestyle Retailing Business said, "This season we wanted to drive our presence on digital platforms surpassing all previous  records with the intention of engaging more and more fashion enthusiasts at the venue and outside.
We wanted them to share all the excitement, at the shows and outside with their extended social communities - sharing more, faster & seamlessly across multiple social and digital media platforms. 
The idea was to take the fashion week outside the physical confines of the venue, spanning across the country and beyond. Marrying fashion with technology in manner that had not been seen anywhere in the world and something that would change for all times to come how fashion weeks are organized and shared with enthusiasts anywhere in the world."
The RFID campaign followed a simple format wherein every visitor was given a RFID wristband with a barcode and an inbuilt chip through which they could automatically share updates of the fashion week with their network of family and friends on Facebook & Twitter. The visitors were extremely enthusiastic to use this technology and status updates, pictures, videos and much more found their way to the internet with the #WillsFashionTag being one of the most frequently used tags on Facebook and Twitter.
This was a very proud moment for the entire Madison PR team and speaking on their achievement, Mr. Paresh Chaudhary, CEO Madison PR said, "A campaign of this sort has never been thought of or executed on such a huge platform before. It is a PR led innovative idea that caught the attention of all stakeholders at the WIFW 2014. I am indeed very proud of our team led by Naina Siwach, Head, Luxury/ Lifestyle verticals who worked in sync with a very supportive client for enhancing the brand differentiation”.
The RFID campaign has created waves in the fashion world and celebrities like Soha Ali Khan, Neha Dhupia and Sona Mohapatra were also spotted making the most of it. The #WillsFashionTag campaign has definitely re-defined and revolutionized fashion in true sense.
#WillsFashionTag; has not only created a milestone in the history of Fashion PR, but has risen the ante for innovation in the PR arena in India.


Must ReadView All

Pic: Shutterstock

E-commerce | On 3rd Mar 2021

Digital e-com rules may negatively affect developing

Many digital rules being framed by a group of 86 countries under the...

Pic: Shutterstock

E-commerce | On 3rd Mar 2021

Jordan govt urged to impose tax on online purchases from

Asad Qawasmi, who represents the garment and jewellery sector at the...

Pic: Huntsman Textile Effects

Textiles | On 3rd Mar 2021

Huntsman, Sciessent partner for microbe & odour resistant

Huntsman Textile Effects, a Singapore-based provider of high-quality...

Interviews View All

Dinaz Madhukar, DLF Emporio and DLF Promenade

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Textile industry, Head honchos

Textile industry
Head honchos

RCEP was always going to be a double-edged sword

Textile Industry, Head honchos

Textile Industry
Head honchos

Virtual reality would be the new normal

Ashish M Amin,

Ashish M Amin

Premier Looms is a leading provider of cutting-edge machinery and...

Subrata Ghosh,

Subrata Ghosh

Nandan Denim, part of leading conglomerate Chiripal Group, commenced its...

Rushiraj Mulani,

Rushiraj Mulani

The Shradhdha Group of companies was established in 2010 and is based out...

Luis Quijano, Liberty University

Luis Quijano
Liberty University

Focusing on bold patterns and colour palettes, Luis Quijano, a student at...

Mary-Cathryn Kolb, Brrr°

Mary-Cathryn Kolb

Atlanta-based private start-up Brrr° was founded in 2014 to develop...

Urs Stalder, Sanitized AG

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by Aprajita Toor were born out of a deep desire to create...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

February 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search