Launching Paris Hilton Handbags in India (2011)

Objective

Brand Concepts Pvt Ltd, as Paris Hilton’s exclusive licensing partner, aimed to create a landmark PR-driven launch for her handbags and accessories in India. The target: position the collection—priced between ₹2,000–₹11,000—as “affordable luxury,” appealing across ages and occasions, while establishing distribution across key cities—Mumbai, Delhi, Bangalore, and either Chennai or Hyderabad—and both multi-brand and exclusive stores. India would become the 36th country to feature her collection. 

Idea

As lead image manager at Buzz PR, the strategy centered on designing a high-impact, multi-day launch to maximize visibility:

  1. Press conference to kick off the launch hosted by socialite Mandira Bedi
  2. Celebrity nightlife event hosted by Queenie Dhondy
  3. Public launch at a mall, with spectacle and fan engagement

These three steps would ensure sustained media coverage and broaden reach—from fashion insiders to everyday consumers.

Execution

    • Held at JW Marriott, Mumbai on September 24, 2011
    • Paris made a grand entrance wearing a coral-pink Grecian drape styled by Rocky S (likened to a sari), paired with a three-layered diamond neckpiece—capturing a blend of Indian sensibility and glamour
    • She greeted the audience with “Namaste India!”, calling the country “spiritual and magical,” and expressed excitement about entering this “incredible market.” 
    • The venue was set in pink tones—pink cupcakes, lollipops, and a handbag-shaped cake added a playful yet elegant flair
    • She previewed the collection: clutches, totes, slings, everyday handbags in black, brown, white, peach-pink, and silver—priced ₹2K–₹11K—and announced availability at two Mumbai stores initially
    • Abhinav Kumar (CEO, Brand Concepts) noted plans to scale to 50 stores within 2.5 years across key cities
  2. Celebrity After-Hours PartyHosted September 25 by Queenie Dhondy at a Mumbai nightclub
    • Attended by Bollywoo
    • d names like Sushmita Sen, Bipasha Basu, Kangana Ranaut, and designer Rocky S—amplifying buzz, endorsements, and influencer visibility 
  3.  
  4. Public Launch at Inorbit Mall, MaladOn September 26, Paris emerged from a life-sized handbag prop filled with her products
    • She greeted fans,
    •  signed autographs—even on attendees (including my mom!), and gave away bags to lucky visitors—creating event theater and emotional connections
  5. Retail & Distribution Rollout
    • Available at Shoppers Stop, Standard Max, Vijay Stores, and a standalone store in Delhi’s Rajouri Gardens
    • Brand Concepts earmarked budget (~₹3 crore) for marketing across social media and brand-building activities 

Results

  • Media Frenzy: Coverage flooded pan-India in multiple languages—from mainstream press to fashion media. India Forums India Retailing Indian Retailer Photogallery Miss Malini The Indian Express 
  • Sensational Headlines: Talked-about moments like “Hilton hosted at the Marriott” and slew of images in sari-inspired drape, diamond neckpiece, and the handbag cake earned front-page attention. The hotel even prepared special dishes and a “Pink cocktail” to celebrate her favorite color, pink, during her visit.
  • Fan Overwhelmed: Paris tweeted about the massive mall turnout: “Thousands and thousands… What an amazing turnout.” Photogallery www.ndtv.com
  • Retail Momentum: Launch paved the way for exclusive outlets across top cities and wider placement in multi-brand retail, fulfilling distribution goals. India Forums
  • Brand Positioning: Successfully framed Paris Hilton as not just glamorous but savvy—offering accessible luxury, resonating with Indian consumers.
  • Buzz Sustained: The strategic trifecta of media, celebrity, and public spectacle ensured ongoing conversations and visibility for months.