Case Study 01
Megha & Jigar
Keeping a Fashion Brand Relevant When the Industry Went Silent Keeping A Fashion Brand Relevant When The Industry Went Silent
- Client
- Megha & Jigar
- Industry
- Fashion / Luxury Fashion
- Period
- 2019 — 2021
- Scope
- PR & Media Relations · Social Media Management · Celebrity & Influencer Styling · Collection Launches · Shoot Coordination · Brand Visibility
The Challenge
A fashion brand can have beautiful collections and still lose relevance if it is only visible when a new collection launches.
When we began managing the brand in 2019, the objective was to build and maintain a consistent presence across the fashion ecosystem — from editorial media and social media to celebrity styling and collection launches.
The challenge was not simply to generate publicity.
It was to ensure the brand remained visible, desirable and part of the fashion conversation throughout the year.
The challenge became even more significant in 2020, when COVID-19 and the lockdown disrupted traditional fashion events, physical launches and industry activity.
This meant creating multiple and recurring points of visibility across
- Fashion and lifestyle media
- Newspapers and digital publications
- Social media
- Celebrity and influencer networks
- Collection launches
- Fashion shoots
- Industry opportunities
The question became
How do we keep the brand relevant when the usual ways of creating fashion visibility are no longer available?
The Insight
We recognised that sustained fashion visibility could not depend on a single channel.
But when these activities were connected, they could create something more valuable:
continuous brand presence.
We therefore approached PR, social media, celebrity/influencer relationships and collection launches as interconnected parts of one larger brand visibility system.
And when the market changed during COVID, the strategy needed to evolve with it rather than stop.
The Decision
We decided to build an always-on brand visibility engine around four key areas.
This ultimately led to the brand participating in Elle India's first digital fashion show in October 2020.
Earned Media
Create consistent opportunities for the designer to appear in credible fashion, lifestyle and mainstream media.
Social Continuity
Keep the brand active between collection launches by building anticipation around collections, products and fashion moments through social content.
Cultural & Celebrity Influence
Leverage relationships with celebrity stylists, influencers and their managers to create opportunities for the designer's work to be worn and seen by influential personalities.
Adaptation & Opportunity
When traditional fashion activity was disrupted by COVID, identify alternative platforms and opportunities that could keep the brand participating in the fashion ecosystem.
The Execution
01 — 06PR & Media Relations
We managed the brand's ongoing PR requirements, creating opportunities for the designer and collections to appear across established fashion, lifestyle, newspaper and digital publications.
- Brides Today
- Elle India
- Grazia India
- Indulge — The New Indian Express
- The Sunday Standard
- The Morning Standard
- Deccan Chronicle
- Asian Age
- The Indian Express
- The Channel 46
- Pernia's Pop-Up Blog
- Shaadi Fever
- WorldRepublicNews
The objective was not simply to collect media logos.
Each placement contributed to keeping the designer visible across different audiences and reinforcing the brand's credibility within the fashion ecosystem.
Social Media & Collection Visibility
Social media became the brand's always-on communication layer.
We maintained the brand's presence around new collections, launches and individual products rather than allowing communication to become concentrated around occasional campaigns.
The goal was to turn each major brand moment into a series of smaller content opportunities that could continue generating attention.
Celebrity & Influencer Styling
We built and maintained relationships across the celebrity and influencer ecosystem, including stylists, managers and talent networks.
This created opportunities to place the designer's work on recognised personalities and influential fashion voices.
Kareena Kapoor Khan, Raveena Tandon, Soha Ali Khan, Bhagyashree, Sunny Leone, Priya Mani Raj, Krystle Dsouza, Adaa Khan, Poonam Preet, Aakanksha Singh, Shivangi Joshi, Sakshi Sindwani, Divyaa Agarwal, Anupama Gowda, Ankita Rai, Anisha Sethi, Aanchal Goel Batra, Nidhi Jeswani, Deeksha Khurana, Sana Makbul and Karishma K Tanna.
The work also included coordinating Rakul Preet for a Coloressence advertisement shoot, extending the designer's visibility into a commercial fashion context.
This wasn't influencer outreach for the sake of numbers.
The objective was to create aspirational visibility through the right people wearing the right pieces at the right moments.
Collection Launches
We supported the communication and visibility surrounding multiple collections, including:
- 01 Maahru
- 02 डोरी
- 03 BAGEECHA
- 04 MAHAM
- 05 Winter-Festive 2021
- 06 Aarambh
Each collection became an opportunity to generate a combination of PR, social content, product storytelling and influencer/celebrity visibility.
The objective was to move beyond a single launch announcement and create a sustained period of attention around each collection.
Collection Shoots
We also coordinated and conducted almost all collection shoots during the engagement.
This extended the scope beyond marketing distribution into the creation of the visual assets needed to communicate each collection.
From coordinating the shoot requirements to ensuring the collections had the necessary visual content for marketing and social communication, the shoots became an important part of the overall brand visibility system.
Staying Visible During COVID
In 2020, the fashion industry was forced to rethink how collections, designers and fashion experiences could reach audiences.
Instead of allowing the brand to disappear during lockdown, we looked for new opportunities to keep it participating in the fashion conversation.
In October 2020, the brand participated in Elle India's first digital fashion show.
Traditional fashion activity had paused.
The format changed.
The need for visibility did not.
By identifying and pursuing a digital fashion opportunity, the brand was able to continue participating in a significant fashion moment during an otherwise highly disruptive period.
The Result
Over the course of the 2019 — 2021 engagement, the brand established a sustained presence across multiple layers of the fashion ecosystem.
Media Visibility
The designer and collections appeared across recognised fashion magazines, newspapers and digital publications — including Elle India, Grazia India, Brides Today, The Indian Express, Deccan Chronicle and other established media platforms.
Celebrity & Influencer Visibility
The brand's designs reached a broad network of recognised celebrities, influencers and fashion personalities, creating aspirational visibility beyond the brand's owned channels.
Collection Visibility
Multiple collections — including Maahru, डोरी, BAGEECHA, MAHAM, Winter-Festive 2021 and Aarambh — were supported through coordinated launch, content and visibility activity.
Content Production
Almost all collection shoots during the engagement were coordinated and conducted as part of the broader marketing process.
Market Continuity During COVID
Most importantly, the brand continued participating in the fashion ecosystem during a period when traditional fashion marketing had been severely disrupted, including participation in Elle India's first digital fashion show in October 2020.
The Impact
The brand was not relying on one moment of publicity.
While historical analytics and campaign-level media impression data are no longer available, the breadth of activity demonstrates the scale of the visibility ecosystem built during the engagement.
That created a more resilient approach to maintaining fashion brand relevance.
The Learning
Visibility is not a campaign. It's a system.
One of the biggest learnings from this engagement was that fashion brands cannot depend solely on collection launches, paid advertising or individual PR moments.
The strongest visibility comes from connecting multiple sources of attention.
- PR creates credibility.
- Social creates continuity.
- Celebrity and influencer styling creates aspiration.
- Collection launches create moments.
- Cultural opportunities create relevance.
And when the environment changes, the strategy needs to change with it. The COVID lockdown reinforced an important principle:
When the traditional stage disappears, brands need to find a new stage — not stop showing up.
What We Built
An integrated fashion brand visibility system combining:
PR & Media Relations
→ Build credibility and earned visibility
Social Media
→ Maintain continuous audience attention
Celebrity & Influencer Styling
→ Create aspiration and cultural relevance
Collection Launches
→ Turn new products into moments of attention
Shoot Production
→ Create the visual foundation for communication
Digital Fashion Opportunities
→ Keep the brand visible as the industry evolves
The Takeaway
From 2019 to 2021, the engagement evolved beyond managing individual marketing activities.
It became about keeping a fashion brand visible, desirable and relevant — consistently.
And when the industry changed, the strategy changed with it.
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