parx hunt’17

From crisp shirts to fine denims, Parx is perfect for the fast generation. The generation that is obsessed with pop culture, especially music. To connect with the youth, Parx created an IP in 2016 and introduced a platform, Parx Anthem Hunt which garnered a lot of success. To take it to the next level, we initiated Parx Hunt 2017 which was a college band hunt conducted across India.

  • Digital Marketing
  • UI & UX
  • Media Planning and Buying
  • Video Production
  • Creating brand awareness

  • Connecting with the right audience

  • Establishing Parx as a youthful brand for young men

  • Increase engagement and traction using music as a medium


The hunt started online and the selected entries were then asked to compete on-ground for the semi-finals. We connected with fans across all touchpoints in order to engage with them on-ground as well as online which resulted in a lot of organic conversations and resulted in conversions as entries on our microsite. To get more entries from students across colleges, we reached out to them via email marketing.

95k +Engagement
9k +Conversation
43.5m +Reach
UI and UX

The execution of this campaign was carried out primarily through a microsite which would let the participants register and send their entries with an easy-to- use interface. The entries were then selected and competed for the semi-finals on-ground in various cities. The microsite we created allowed us to track the number of entries and maintain a database.

Strategy and Planning

Connecting with fans not just on social media platforms but also on a real-time basis is a great way to foster brand-customer relationship in the long run. Using the microsite for participation allowed more users to participate. Having conducted the semi-finals in 4 cities before the finale in Mumbai, we created buzz across digital platforms before the semi-finals. We connected with the audience during the events by going live through our digital platforms which created a lot of organic conversations. We tied up with Luke Kenny, the Rock On star, to host our events across all cities.