Merrell launched its footwear brand in India through a three day outdoor event held in July 2008 near Mussorie, a hill station in Uttarakhand. Over 40 journalists, photographers and company representatives participated in outdoor activities like rappelling, treasure hunts and biking to showcase Merrell's performance shoes. The launch generated positive press coverage in numerous Indian publications. Merrell then promoted the brand through displays in retail stores across India and joint newspaper advertising campaigns with other footwear brands.

1. Merrell in India

2. Lasu Launch of Merrell Footwear in India World’s Best Outdoor Performance Brand of Shoes from USA 18-20 July 2008

3. Launch Event Venue: Viraat Khai A place 25 Kms away from Mussorie – a popular hill station in the hills of Uttarakhand. 18 – 20 July 2008 Participant Group: Journalists, Photo Journalists, TV Crew, Company Officials & Outdoor Trainers.

4. Images of Viraat Khai

5. Invitation for Launch of Merrell

6. Journey to Viraat Khai

7. Journey to Viraat Khai

8. Journey to Viraat Khai

9. Branding at the Camp Site 40 Feet Wide Merrell Flex banner at the Site Floor Stickers

10. Branding at the Camp Site Two Big Vertical Banner at the Site

11. Branding at the Camp Site Flags and Banners at the Site

12. Merrell Floor Stickers

13. Merrell Kit for the participants Merrell Bags Merrell CD’s Merrell Caps Merrell T-shirts branding

14. Merrell Display Stand

15. Merrell T-Shirts

16. Welcome Banner at Viraat Khai

17. Briefing at the Camp

18. Product Display at the Site

19. Press Conference Site Vikas Bagga – VP Mktg & Corp. Affairs Dharmendra Gupta – Manager Marketing

20. Rappeling Going for Rappelling Instructor giving tips to outdoor enthusiasts Outdoor enthusiast at “work” Outdoor enthusiast at “ work”

21. Bonfire at camp on Day 1

22. Treasure Hunting on Day 2 Briefing of team leaders Leaving for Treasure Hunting Teams Ready to Hunt Hunt begins

23. Treasure Hunting on Day 2 Hunting for Clues Excitement on getting the first Clue !

24. Treasure Hunting on Day 2 Winning Team on Cloud Nine !! Got the Clue !

25. Mountain Biking on Day 2 Getting ready for Biking Biking unleashed Biking Enthusiast Down the ridge

26. Bridge Slithering on Day 3 Perched High It’s fun out there Ready to Descend The First Leap

27. Merrell Outdoor Kit

28. Images from the Camp Site

29. PR Impact

30. Hindustan Times 27 August 2008

31. The Financial Express 27 September 2008 24 August 2008

32. Metro Now 28 July 2008

33. Mail Today 27 July 2008

34. The Statesman Date 27 July 2008

35. Mid Day Date 08 August 2008

36. The Hindu Business Line 23 July 2008

37. Free Press Journal 24 August 2008

38. Images Business of Fashion 24 August 2008

39. Swagat Magazine October 2008

40. Swagat Magazine October 2008

41. Swagat Magazine October 2008

42. Swagat Magazine October 2008

43. Business World 18 August 2008

44. Business World 18 August 2008

45. T3-Infomedia August 2008

46. M-Magazine September 2008

47. M-Magazine September 2008

48. The Hindu Business Line 06 July 2008

49. Images Business of Fashion 06 July 2008

50. Hindustan Times 02 September 08

51. Images Retailing 22 July 2008

52. DNA (IANS) 22 July 2008

53. Merrell Instore Communication & Merchandise Display

54. Walk in M&B New Delhi - GK I Store

55. Walk in M&B New Delhi - GK I Store

56. Walk in M&B New Delhi – Rajouri Garden

57. Walk in M&B New Delhi – Rajouri Garden

58. A regular Merrell wall display panel at Walk in M&B Stores

59. Shoppers Stop (Foot Fair) New Delhi – Rajouri Garden

60. Shoppers Stop (Foot Fair) Noida – The Great India Place

61. Shoppers Stop (Foot Fair) Noida – The Great India Place

62. Newspaper Joint Promotions Scheme – Footwear Fiesta Newspaper Ad in a TOI New Delhi Newspaper Ad in a TOI Mumbai

63. Newspaper Joint Promotions Scheme – Footwear Fiesta Newspaper Ad in a TOI Bangalore Newspaper Ad in a TOI Chandigarh

64. Joint Promotion Communication at Store Graffiti, Danglers, Dropdown boxes brandings at the participating store

67. Hi-Blitz Inflight and Hi-Blitz Nov’08 Issue

68. CineBlitz Nov’08 Issue

69. OK Nov’08 Issue

70. Elle Nov’08

71. Cosmopolitan Nov’ 08 Issue

72. Top Gear Nov’08 Issue

73. T3 – The Gadget Magazine Nov’ 08 Issue

74. Images Business of Fashion Nov’ 08 Issue

75. Thanks Team M&B