Mumbai: Experiential retail brand Broadway has officially entered Pune with the launch of its new store at KOPA Mall, supported by a culture-first 360-degree campaign conceptualised by SoCheers.
Building on its presence in Delhi and Hyderabad, Broadway’s Pune debut was designed to go beyond a conventional retail launch, positioning the brand as a cultural destination rooted in the city’s identity. The campaign integrated street activations, out-of-home (OOH) visibility, and creator-led digital storytelling to drive engagement at scale.
“Pune has always had a distinct cultural pulse, and it was important for us to enter the city in a way that felt authentic to it.” Sankalp Kathuria, Co-Founder & CEO at Broadway said, “Broadway is not just a retail space, but an evolving cultural destination, and this launch reflects our intent to build something that resonates with the city’s communities.”
As part of the on-ground activation, SoCheers transformed a zebra crossing into an interactive runway, encouraging pedestrians to participate and create real-time content. The initiative generated organic engagement, which was further amplified through guerrilla-style digital videos capturing the city’s local flavour over polished brand narratives.
“Pune is a city where traditions and modern subcultures coexist seamlessly”, said Rajni Daswani, Chief Growth Officer SoCheers. “From the outset, we knew this couldn’t be a standard retail launch. It had to feel native to the city. The idea was to move beyond commerce and build cultural relevance and create a space people see themselves in. When a brand starts reflecting how a city expresses itself, that’s when it moves from being a destination to becoming part of its social fabric.”
The campaign also ensured strong visibility through metro pillar advertising and large-format billboards across key locations in the city. Collaborations with local creators further amplified the campaign, driving approximately four million views and spotlighting immersive in-store experiences such as Dopamine rooms.
Founded by Mehul Gupta and Siddharth Devnani in 2013, SoCheers has evolved into an integrated creative agency with a focus on blending storytelling, technology, and data-driven insights. Recognised at platforms such as Clio Entertainment Awards, The Webby Awards, The Drum Awards, and MMA Smarties, the agency continues to expand its role as a strategic partner for brands navigating evolving consumer landscapes.
With this launch, Broadway aims to embed itself within Pune’s cultural ecosystem, demonstrating how experiential retail can merge physical spaces with community-driven expression to build long-term brand relevance.
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