Broadway has entered Pune with a new store at KOPA Mall, backed by a culture-led campaign conceptualized by SoCheers.

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Instead of a conventional retail launch, the campaign leaned heavily into the city’s cultural rhythm. At its centre was a striking street activation that transformed a zebra crossing into an interactive runway-inviting passersby to step in, participate, and create content. The idea turned an everyday urban element into a stage, blending fashion, movement, and public engagement.

The campaign extended across multiple touchpoints, including outdoor advertising such as metro pillar placements and billboards, along with digital films and creator collaborations. This integrated approach aimed to build both visibility and community-driven engagement around the store launch.

Broadway’s leadership positioned the store as more than just a shopping destination, framing it as a cultural space designed to resonate with Pune’s evolving identity. The strategy reflects a broader shift in retail, where brands are moving beyond transactions to create immersive, experience-led environments.

SoCheers highlighted the importance of authenticity in entering a city like Pune, where traditional sensibilities coexist with modern subcultures. By embedding the campaign within local expression, the brand aimed to become part of the city’s social fabric rather than just another retail presence.

With experiential elements inside the store and a strong creator-led push, the launch signals Broadway’s intent to build deeper cultural connections alongside commercial success.