Diet Coke partnered with The Pittch to create an immersive experiential campaign around the exclusive screening of The Devil Wears Prada 2 at INOX Insignia in Mumbai.
Positioned as a couture-inspired cultural experience, the event blended fashion, film, pop culture, and influencer engagement to create a highly social-first brand showcase aimed at lifestyle and creator audiences.
The venue was transformed into a themed Diet Coke x Devil Wears Prada 2 universe featuring silver carpets, fashion-inspired installations, curated photo opportunities, and interactive engagement zones designed around the glamour and visual identity associated with the film franchise.
Fashion and lifestyle creators, influencers, and trendsetters attended the event, generating organic social media amplification through content creation, interactive participation, and real-time storytelling across platforms.
The campaign momentum reportedly began before the actual screening through curated invitation hampers featuring scent-reveal invitations, statement caps, themed sippers, and collectible merchandise designed to create anticipation and online buzz ahead of the event.
From conceptualisation and creative strategy to experiential design, influencer engagement, and on-ground execution, the campaign was managed end-to-end by The Pittch for Diet Coke.
Speaking about the campaign, Vishal Garg said “Today’s audiences are looking for experiences that feel immersive, culturally relevant, and socially shareable. With Diet Coke x Devil Wears Prada 2, our vision was to create an environment that celebrated fashion, film, and fandom in a way that felt authentic to the brand and unforgettable for the audience.”
