Future Tech

Van Heusen ties up with Paytm Insider to hold a musical concert on PartyNite Metaverse

Van Heusen, India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), enters the Metaverse as they set sail on a fantastical journey with a virtual musical concert in association with Indian pop band ‘When Chai Met Toast’. The lifestyle brand from Aditya Birla Fashion & Retail Ltd. has teamed up with PartyNite Metaverse to create a virtual performance space for the immersive musical experience called Van Heusen MetaPlay and has put together a full length showcase of their merchandise. Viewers can RSVP on Paytm Insider and get ready to enjoy and experience the first-of-its-kind Metaverse Music concert in India. 

Fans and viewers can style their avatars with the latest collections and ensembles from Van Heusen and enjoy the show with their friends on the Partynite app. The viewers would be introduced to Van Heusen’s clothing line which are virtual versions of real-life ensembles under the brand’s catalogue that can be worn for the concert. 

Speaking about this unique event, Abhay Bahugune, Chief Operating Officer-Van Heusen, Aditya Birla Fashion and Retail Ltd. said, “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience”.

Rajat Ojha, CEO, Partynite Metaverse said, “From marketplaces filling in the gaps in streaming services, to full-blown NFT bands, the metaverse is ushering a new dawn for brands in terms of consumer engagement and fashion as an industry can mine gold on the metaverse, it fits in seamlessly. With the metaverse we will be able to push the envelope further. Not just see and buy but experience and buy is the name of the game.  We as a metaverse platform are here to bring in a step-change and enable brands to use technology to communicate, express themselves and create shopping opportunities for consumers in the near future.”

Varun Khare, Business Head, Paytm Insider said, “We are thrilled to present Van Heusen’s first outing in the music metaverse. Whether it’s a live event or digital, we at Paytm Insider always strive to offer unique experiences for today’s audience. This time too, we have left no stone unturned in curating this larger-than-life event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. Recent times have witnessed major artists conducting metaverse performances and that leads us to believe that the music metaverse offers artists a new canvas for creativity as well as a new format for fans to experience music that is immersive. We bring to the audience this metaverse-inspired show, with the conviction that imaginative live events are a taste of the future that is here right now, and we are looking forward to organizing many such events in the future. We are also happy to partner with PartyNite for this one-of-a-kind music and fashion event.”

Once the registration is made on the Paytm Insider app, the consumers will receive an email with instructions and they will have to download the PartyNite app, log in and then enter the Van Heusen Metaverse experience to customize the avatar and attend the show slated to happen on February 2nd, 2023 at 7 pm. 

Navanwita Bora Sachdev

Navanwita is the editor of The Tech Panda who also frequently publishes stories in news outlets such as The Indian Express, Entrepreneur India, and The Business Standard

Recent Posts

Ness recognized in new PEAK Matrix® Assessment for software engineering excellence across US, Eastern Europe and India

Ness Digital Engineering (Ness), a global full-lifecycle digital services transformation company with 11 innovation hubs…

18 hours ago

AI robocalls defraud, branded calling saves even as AI pushes AML Spend 

It’s no secret that cyber criminals are upping their game with the help of Artificial…

5 days ago

Communications platform Prezent closes 2024 with strategic appointment of three new executives 

This week Prezent, the AI-powered business communication and presentation productivity platform, announced the names of…

6 days ago

Breaches galore as cybersecurity threat actors keep upping their game

Data breaches are becoming a different level as cybersecurity threat actors keep upping their game,…

6 days ago

Big tech’s AI ambitions: Meta & Google woo Indian consumers with GenAI

In the bustling landscape of India’s tech-savvy population, big tech giants like Meta and Google…

7 days ago

New tech on the block: Crypto, blockchain, project management software, AI, cars, metaverse, health tech, fintech, gaming, cybersecurity

The Tech Panda takes a look at recent tech launches. Crypto: A feature offering a…

1 week ago