Re-kindle Gap Memories
GAP
Brand | Influencer Marketing
Gap, a quintessential American fashion brand, was facing stiff competition in India from fast fashion giants like Zara, H&M, and Forever 21, leading to a loss of its aspirational edge.
THE CHALLENGE
There was a need to create positive conversations and restore Gap’s brand relevance among Indian consumers. The task was to rebuild cultural resonance and aspirational value in a crowded fashion landscape.
THE EXECUTION
The movie’s 20th anniversary of Kuch Kuch Hota Hai—which featured Shah Rukh Khan in an iconic orange Gap hoodie—was identified as an opportunity to leverage India’s deep love for Bollywood and nostalgia. What began as a simple seeding exercise evolved into a fully earned platform, connecting Gap to the right audience through celebrities, media, and brand aficionados.
THE OUTCOME
The campaign reignited brand recall by tapping into emotional memory and cultural storytelling, aligning Gap with a beloved pop-culture moment.