Fashion Brand 55DSL Launches With a Twitter Trend

PR Newswire | 01 Nov, 2012
MUMBAI: 55DSL is the fresh, young spin-off of the iconic Italian fashion brand Diesel. The brand launched its presence in India with the campaign "Paint Your Town" recently. To unleash its digital presence, 55DSL partnered with Brandmovers India to launch a visually appealing and thought-provoking Twitter campaign and micro site built around the concept of "55 Seconds To Live".

Using the hashtag #55SecondsToLive, users tweeted about what they would do if they had 55 seconds to live. Within the first hour of launch, #55SecondsToLive was a trending topic across India and continued for the next three days. The associated micro site has generated over five million media impressions to date and a FWA (Favorite Website Award) nomination within the first week.

All #55SecondsToLive tweets painted a virtual graffiti wall on a micro site, unlocking various 55DSL merchandise prizes. To date, the micro site has had more than 6,000 unique visitors who stick around for 1.30 minutes on average.

You can view the live site at www.55SecondsToLive.com and also gain more insights with the campaign video, http://www.youtube.com/watch?v=jTJjT1DWDS0

About Diesel Fashion India Reliance Private Limited:

We're the shiny sports coupe in a convoy of stately, formal sedans. Reliance Brands is part of the Reliance Industries Group. The company was started in October 2007 by Mr. Darshan Mehta, with a mandate to "create long term value" through partnering with international brands in India as also investing in home grown Indian Brands and launching own Brands. Reliance Brands focuses on the premium to luxury segments of the fashion business - ready to wear, footwear, beauty, accessories etc. It is dedicated to bringing iconic international brands to India and elevate the world of fashion and lifestyle.

Primary Media Contact: Pallavi Barman, Pallavi.Barman@ril.com, 91-22-40613283