In an era where most brand campaigns live and die on screens, creating real-world impact has become rare. Red Chief, a premium footwear brand known for its strong identity and bold personality, wanted to break away from routine campaign formats and deliver something larger than life.
Rather than focusing on incremental visibility, the brand aimed to create a moment — something people would stop for, talk about, capture on camera, and share organically. The outcome was the Red Chief x Sunny Singh “Box Convertible Car” campaign, an experiential activation designed to dominate streets, social feeds, and media conversations simultaneously.
This case study explores how Findise conceptualized, executed, and amplified a celebrity-led brand activation that translated physical disruption into nationwide digital and PR impact.
The Business Challenge
Red Chief set out with a clear ambition — to create a high-impact brand moment that would stand out nationally, spark conversations beyond digital screens, and reinforce its position as a bold, confident lifestyle brand.
Rather than running another conventional campaign, the brand wanted to do something disruptive and memorable — an activation that people would stop for, talk about, photograph, and share organically. The focus was not on solving a decline, but on amplifying presence through impact.
The intent was to move beyond routine visibility and create a campaign that:
- Felt larger than life
- Captured attention instantly in real-world environments
- Translated seamlessly into high-share digital content
- Carried enough scale and originality to attract national media coverage
This was not about short-term metrics alone. It was about creating a moment that people remember.
The Core Objective
Red Chief’s objective was to create impact at scale.
The brand wanted to execute a campaign that would:
- Deliver a nationwide brand moment, not just a media burst
- Reinforce Red Chief’s bold, premium, and lifestyle-forward positioning
- Generate strong earned media and PR visibility, not limited to paid platforms
- Create highly visual content designed for organic sharing across social platforms
- Naturally integrate the brand into pop culture and lifestyle conversations
At its core, the goal was simple yet powerful:
to create attention that feels earned, memorable, and meaningful — not rented.
Strategic Thinking: Designing for Impact First
At Findise, we approach campaigns by asking one critical question:
“What will make people stop?”
For this campaign, the answer wasn’t another digital asset or influencer post. It was physical disruption — something unexpected enough to dominate real-world attention and powerful enough to fuel digital virality.
Our strategic thinking was built on three pillars:
- Experience before advertising
- Visual scale that demands attention
- Celebrity integration as a moment, not an endorsement
This thinking led to the creation of a single, central idea strong enough to carry the entire campaign.
The Big Idea: The Box Convertible Car
The creative idea was bold, symbolic, and instantly recognizable.
Concept Overview
- A giant Red Chief shoebox, fabricated using premium materials
- Mounted on a Mercedes-Benz AMG convertible
- Designed to represent confidence, power, and premium lifestyle
- Built to function as a moving brand spectacle, not just a prop
The oversized shoebox instantly communicated the brand without explanation. It was designed to make people pause, take photos, and share — turning the streets into a live content engine.
Campaign Execution: From Streets to Screens
Phase 1: On-Ground Experiential Activation
The Box Convertible Car was driven continuously for 48 hours across Mumbai’s most iconic and high-footfall locations, including:
- Marine Drive
- Bandra-Worli Sea Link
- Juhu Beachfront
- Fort
- Pali Hill
At each location:
- The car was stationed strategically to attract organic footfall
- Pedestrians stopped, filmed, clicked photos, and shared content
- The activation generated curiosity without needing explanation
This phase ensured organic buzz before any amplification, laying a strong foundation for digital and PR momentum.
Phase 2: Celebrity Integration with Sunny Singh
To elevate the activation into a cultural moment, Findise brought in Bollywood actor Sunny Singh as the campaign’s celebrity face.
Instead of a traditional endorsement format:
- Sunny Singh made a show-stopping red-carpet entry at the Style Icon Awards in Mumbai
- He stepped out directly from the Red Chief convertible
- Delivered a sharp, memorable hook line aligned with the brand’s bold positioning
This moment connected the on-ground activation directly with celebrity culture, creating a high-value paparazzi and media moment.
Phase 3: High-Impact Content Production
Content was planned alongside execution, not after it.
The production strategy included:
- High-resolution lifestyle photography
- Short-form vertical videos and Reels
- Cinematic wide-angle visuals
- Drone footage capturing movement, scale, and crowd reaction
Each asset was designed to serve multiple purposes — social media, PR coverage, and long-term brand storytelling.
Phase 4: Paparazzi & Celebrity Media Amplification
To ensure instant digital traction, Findise partnered with top paparazzi and celebrity media platforms such as:
- Viral Bhayani
- Voompla
- Instant Bollywood
These platforms published the content in real time, delivering massive organic reach and reinforcing the campaign’s celebrity value. Sunny Singh further amplified the campaign by sharing content across his own social channels.
Phase 5: National PR Push
To convert buzz into credibility, Findise executed a strategic national PR rollout.
Instead of positioning the campaign as a brand promotion, the narrative focused on:
- Innovation in experiential marketing
- Red Chief’s bold approach to lifestyle branding
- The campaign as a standout moment in the fashion and lifestyle space
The story was distributed via ANI, securing coverage across:
- Google News
- Yahoo News
- National and regional lifestyle publications
Results & Impact
The campaign delivered strong, measurable outcomes across visibility, reach, and brand recall.
Media & Reach
- 240+ national and regional PR publications
- 100+ Paparazzi pages covered it
- 16M+ total campaign reach
- Coverage across fashion, lifestyle, and business media
Social & Digital Impact
- Massive organic engagement across paparazzi pages
- High shareability and reposting by users
- Sustained digital buzz beyond the campaign window
Brand Impact
- Strong improvement in brand recall
- Reinforced premium, bold lifestyle positioning
- Long-term content assets created for the brand
The campaign delivered both immediate attention and lasting brand value.
Why This Campaign Worked
Several strategic factors contributed to the campaign’s success:
Experience Before Advertising
The campaign created a real-world moment people wanted to engage with.
Integrated Execution
On-ground activation, celebrity presence, content, and PR worked as one system.
Celebrity as a Catalyst
Sunny Singh’s presence elevated the activation into a cultural moment.
Designed for Shareability
Every visual element was built with organic distribution in mind.
PR as a Growth Lever
Earned media amplified trust and credibility beyond paid platforms.
Findise’s Role as a Growth Partner
This campaign reflects how Findise operates beyond conventional agency execution.
Rather than delivering isolated services, Findise designed and executed a complete impact ecosystem — from idea and execution to amplification and authority building.
The Red Chief x Sunny Singh campaign demonstrates how experiential marketing, celebrity influence, and PR can come together to create brand moments that scale.
Looking to Create a High-Impact Brand Moment?
If your brand is looking to:
- Break through digital clutter
- Create real-world disruption with digital amplification
- Execute celebrity-led activations with measurable impact
- Build long-term brand authority
Findise Solutions partners with brands as an extension of their growth team, not just a vendor.
👉 Let’s build something people remember.