STORE LOCATOR
Shutting the Doors, Lighting Up the Night
History was made in Hyderabad—no, in India—when Broadway did the unthinkable.
In April, Broadway closed its doors to the public and transformed its store into an electrifying, invite-only arena for RWDY, the brand of South Indian superstar Vijay Deverakonda. The result was an After Hours takeover that redefined what a retail launch could be.
This wasn’t shopping as usual. It was shopping turned spectacle, strategy turned energy, and fans turned insiders.
Key Initiatives
1. After Hours, Next-Level Energy
Broadway’s signature After Hours IP transformed the store post-closing into a high-energy party space. Curated experiences blended with the thrill of exclusivity, making attendees feel like part of a rare, unrepeatable moment.
2. Vijay Takeover
The superstar didn’t just attend—he hosted the event, engaging fans with live interactions, styling sessions, and authentic brand storytelling. Every corner of the store pulsed with energy, creating moments that were candid, spontaneous, and unforgettable.
3. Hyderabad’s First "Closed-Store" Launch
No ordinary event. Doors locked to the public, the space became a VIP frenzy with media, creators, and superfans experiencing the brand in a way never before seen in the city.
4. Digital Firestorm
Vijay’s star power extended far beyond the store. Exclusive collab content, behind-the-scenes try-ons, and candid moments generated a social media surge, amplifying the event’s reach to millions.
The Momentum
The numbers tell the story:
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Explosive Sales: March pre-launch ₹249K → April post-launch ₹477K (91% spike)
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Social Tsunami: 3 collab posts (RWDY + Vijay + Broadway) → 6M+ combined reach
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RWDY April Breakdown: Before Event (till 18th) ₹187K → After Event (19th onwards) ₹290K (55% jump in 12 days)
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15-Day Impact: Pre-event (15 days prior) ₹159K → Post-event (next 15 days) ₹329K (107% growth)
Beyond sales, the event shifted brand perception. Fans left with a personal connection to RWDY, and the brand’s energy, credibility, and desirability were amplified overnight.
The Takeaway
When a brand partners with Broadway, numbers spike.
When a celebrity brand meets Broadway and our disruptive IPs like After Hours? It’s not math—it’s pure magic.
This launch proved that retail isn’t about open doors; it’s about unlocking unmatched energy, cultural relevance, and conversion through collisions of star power, strategy, and spectacle.
Broadway doesn’t just host launches—we create legendary nights that redefine the city’s retail narrative.
