How Ogle used IoT and social media to market Lakme Fashion Week?

MUMBAI, INDIA: The Lakme Fashion Week (LFW) recorded more virtual followers than physical. The event garnered more than 65,000 viewers from 57 cities and 24 countries over 40 hours!

But, behind the scenes was a flurry of intense activity that included Internet of Things for live streaming and media for hi-marketing impact.

Ogle, an on-demand streaming that enabled the virtual endeavor for LFW, actively used IoT to provide Front Row Experience to millions of live visitors. The company used connected devices and provided viewers access to exclusive on-stage and back stage happenings, favourite Bollywood celebrities walking the ramp or the red carpet, and also interviews of their favorite designers and models.

The live streaming attracted people from more than 50+ cities in India, and LFW recorded highest ever unique visitors at 65,000 from 57 cities across 24 countries.

Secondly, with the help of social media, Ogle reached out to almost two million users. Over the course of a week, the dedicated hashtag #OgleLFW was circulated to over one million unique users online. Influential designers like Narendra Kumar, Sapna Bhavnani, Ritu Kumar and others attendees also helped Ogle to expand its digital presence to include new audiences.

Pritish Nandy, Chairperson, Ogle Technologies Group, said, “Ogle’s association with Lakme Fashion Week has been a great initiative both from a brand and messaging standpoint.Standing for providing curated cult content, Ogle was able to provide real time packaging of content that was accessed across the nation. We are committed to this partnership and will only grow from strength to strength in the coming months.”

Saket Dhankar, Head, Fashion, IMG Reliance, said, “Lakmé Fashion Week has always been at the forefront of innovation and we continued the trend this season with our live streaming partners Ogle. LFW Winter/Festive 2015 was streamed live through 6 different cameras, capturing on-ramp and behind the scenes action various areas across the venue."