Summary:

Jugni is a contemporary indie anthem by Vheer Khanna, son of Style Junkiie founder Kiran Khanna, created to introduce Kiikha, the brand's bold new collection celebrating modern Indian street-fashion. Co-produced with Emmay Entertainment, the music video marked Vheer's debut as a singer while serving as the cultural backbone for the Kiikha launch, merging fashion, music, and culture into one narrative.

Built on bold silhouettes, rich textures, and modern rebellion, Kiikha embodies unapologetic self-expression and fearless style, while aligning with the Born in Bombay spirit of Style Junkiie - a positioning rooted in cultural confidence, design shaped by place, and a seamless bridge between local craft and international style.

The campaign positioned Jugni as both a song and a cultural persona, designed to strengthen Kiikha by Style Junkiie as a fashion-forward, culturally relevant brand.

Triple Launch Execution: Successfully managed the simultaneous launch of the Jugni music video, the Kiikha collection, and the new Style Junkiie flagship store in Juhu.

Creative & AI Innovation: Sustained momentum through a mix of founder-led stories, behind-the-scenes footages, and innovative AI-generated content to keep the audience engaged.

Performance & Global Reach: Drove over 995K views on YouTube and 380K+ views on Instagram through performance marketing, reaching India and 6 major global fashion hubs.

PR & Brand Reputation: During the launch of Style Junkiie's KiiKha, activated ANI/PTI along with 200+ portals. Also activated Viral Bhayani, a leading paparazzi page promoting the launch video of Jugni X Kiikha.

Community Growth: Successfully grew the social media page and follower engagement using viral hookstep challenges and creator collaborations, resulting in 10,000+ total interactions.

Initiatives:

Pre-Buzz Phase
This phase was aimed at sparking intrigue and curiosity through cryptic teases and partial reveals, led by a logo tease that sparked curiosity without giving away the full narrative.

This was followed by meaning-building through identity-led storytelling, anchored in the “Next Stop Juhu” narrative, which subtly connected the brand’s journey with its upcoming store reveal.

Identity & Logo Reveal Phase
To anchor meaning before momentum, the Jugni logo was unveiled through Animated AI Video using elements from the key poster and song branding. Founder-led storytelling where Kiran Khanna spoke about JUGNI and KIIKHA built on more context.

Music Tease & Launch Phase
Song tease assets (asset 1, asset 2) focused on the energy and emotion of Jugni. Full music video was launched supported by a strong YouTube and Instagram media push with overall 1.2M+ views and engagement of 20K+ likes and 650+ comments

Amplification & Community Engagement
To accelerate traction, the ideas focused on momentum creation through music, audio trends, and creator participation, this was amplified through hookstep challenge collaboration with Lauren Gottlieb

The Jugni challenge was kickstarted by Lauren Gottlieb, who introduced the official choreography and set the trend in motion. Audiences were invited to recreate the hookstep using the Jugni audio, leading to strong organic participation. The top best performers were selected and rewarded with Style Junkiie hampers.

Trending audio activations and creator-led reels further led to popularity of the song. Media spends were activated for global targeting across fashion-forward cities including Dubai, New York, London, Toronto, and Singapore

Sustenance & Brand World Expansion
The campaign was sustained through BTS content, interactive challenges, and community-led formats, ensuring continued conversation beyond the initial spike. A recurring visual cue the Hindi alphabet ‘क’ was subtly integrated across creatives as a distinctive brand marker and conversation starter, reinforcing recall.

To build excitement around the new store while maintaining song recall, we developed multiple AI-powered assets, including an animated AI-generated taxi featuring Kiikha bags mounted on top, symbolizing movement from iconic Mumbai locations starting at Gateway of India, passing through Marine Drive, and culminating in Juhu thereby sustaining hype around the track while subtly announcing the new store launch in addition to be below rollouts:

• GRWM-style videos and fashion walkthroughs with Kiran Khanna

• Kiikha live on website

• Celebrities wearing Kiikha

• AI-led narrative video ‘A mannequin walking around the world’

• The founder Kiran Khanna dancing to Jugni

• A snippet of the song was also amplified through Viral Bhayani

This phase ensured consistent engagement well beyond the initial release window.

Jugni Music Video

YouTube (Pan India + Global)
995,685+ total views | 9.7K likes | 425+ comments

Instagram (Pan India)
224K+ video views | 205K+ impressions

Instagram (Global)
156K+ video views

PR Impact

Coverage across ANI, PTI, IANS + 200 media portals
Estimated Media Reach: 639.2 million
Estimated Media Value: 2.45 million

Observations & Learnings

• Audiences strongly resonated with Jugni as an identity, not just a song

• Founder-led and BTS content delivered exceptional engagement

• Music + fashion storytelling created higher recall than standalone music promotion

• Trending formats and participatory challenges significantly boosted organic reach

• A phased rollout helped sustain momentum throughout the launch of the song, collection and Juhu store