CNBC was the selected platform, a strong fit with the corporate values of Van Heusen. The participants, the content and format of the event, promotion of the event, anchor and the interactive sessions with the jury of business leaders further aided in strengthening the brand connect. The series was telecast as a special programme on CNBC.

1500 + participants from 600 B schools; 12500 style guides & 5% redemption in the first two months. Post event research showed almost doubling of the brand awareness and association scores. The company has made a long term commitment to the event and incorporated as an annual activity integral to the brand's marketing plans.