A quintessential American brand, Gap is known to be a top fashion retailer globally. However, due to the influx of global high street fashion brands such as Zara, H&M, Forever 21, Gap was losing its halo. There was a need to create positive conversations and increase Gap’s aspirational value.
In India, popular fashion recalls an era in Bollywood and if you’re a 90’s kid, you will remember the ‘Rahul aur Anjali ka jhagda’ jingle from the Bollywood hit, Kuch Kuch Hota Hai (KKHH). An iconic memory of the film was the style statement by Shah Rukh Khan (SRK) in the orange Gap hoodie. The movie’s 20th anniversary was identified as an opportunity to leverage India's love for Bollywood, pop culture and nostalgia to reignite brand recall for Gap. What started off as a simple seeding exercise was amplified into a completely earned platform which connected Gap to the right audience through celebrities, media and brand aficionados.