Event sponsors are very demanding and at times demand for weirdest of things. At the just concluded India Bridal Fashion Week, which was sponsored by BMW, I found it odd for the BMW sedan to appear on the ramp on each and every show with LED headlamps illuminating the derriere of the models. A luxury car brand indulging in such a tacky marketing gimmick put-off most of the audience at the shows.
Mercedes has been sponsoring fashion weeks for years and that too the top ones like one in New York. Have you seen a Mercedes car driving on to the ramp at the end of the show ever? I haven’t at least. Overzealous sponsors at times kill an event and in the process earn antipathy instead of adulation. Hope BMW India’s marketing team learns the subtle art of marketing than the one ‘on-your-face’ kind that they indulged in at the India Bridal Fashion Week.
By the way here is the link to my report on couple of shows for the Sunday Standard: