Broadway Mumbai has officially opened its doors in Bandra with a launch campaign conceptualised and executed by SoCheers. The 40,000-square-foot multi-brand retail destination brings together more than 200 homegrown, digital-first, and international brands, including Mokobara, Fae Beauty, Nish Hair, and Almost Gods.
Rather than relying on traditional retail marketing, the launch positioned Broadway as a discovery-driven destination where consumers can explore brands through curated experiences instead of algorithm-based recommendations. The campaign drew inspiration from Mumbai’s café culture, neighbourhood conversations, and local communities to resonate with the city.
The rollout included a large wardrobe installation at Carter Road, designed to resemble an overflowing closet and showcasing the variety of brands available at Broadway. The activation attracted attention both on the ground and online, with creators organically sharing the installation across social platforms.
The campaign also featured Mumbai-themed PR kits containing custom merchandise and products from participating brands. Creator collaborations were designed with minimal scripting, allowing influencers to create content in their own style while using Broadway as the setting for their stories.
According to the company, Broadway welcomed more than 20,000 visitors during its first week, exceeding projected footfall targets by 33%. The destination also witnessed queues over its launch weekend as visitors explored the newly opened retail space.
On social media, the campaign generated over 15 million organic content views and more than 200,000 profile visits during its 10-day launch period. Broadway also reported nearly 12% organic follower growth while building awareness among audiences across Mumbai.
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Sankalp Kathuria, co-founder & CEO at Broadway, said, “Broadway was never meant to be another air-conditioned retail fatigue. Mumbai already has enough places that sell things. Broadway was built for something harder to manufacture, the moment you discover a brand, a product, or an idea before it becomes everyone’s personality trait.”
He further added, “We wanted to be the convergence point where fashion, food, music, creators, and communities collide naturally. Not a shopping destination. A cultural one. The difference is simple: you come to Broadway because you trust our taste. You leave because you found something worth talking about.”
Rajni Daswani, Chief Growth Officer, SoCheers, said, “As a Mumbaiker, I can confidently say that this city has a highly evolved ability to detect manufactured hype. You can’t simply put up glossy hoardings and expect Bandra to emotionally invest in you. So the campaign had to feel as if Broadway were naturally leaking into the city’s bloodstream.”
She further added, “Autos, cafés, creator gossip, neighbourhood banter, streetwear culture, tiny internet subcultures, all of it became part of the rollout. This launch had to feel less like a launch and more like the place everybody suddenly realised they were already hearing about.”
