Toying with Magic: My Journey with Hamleys at Reliance Brands
Some jobs fill your calendar. Others fill your soul. For me, Hamleys wasn’t just another brand—it was a canvas, a carnival, a creative playground, and a wild, chaotic love story I’ll always come back to with a smile. When I joined Reliance Brands Limited , the assignment was clear: elevate Hamleys —the world’s finest toy store—into a living, breathing experience that kids would dream about and parents would never forget. But the journey? That was anything but ordinary. From launching flagship stores across the country to orchestrating Nerf gun battles in malls, every campaign I worked on was more than just marketing —it was performance art. Whether it was building Dinosaur Zones and Space Zones inside Hamleys, bringing characters like Minions and Trolls to life, or running madcap birthday return gift counters, each project demanded the perfect blend of strategy, theatre, and childlike curiosity. And I was all in. One day I was planning a footfall-driving activation in Rajkot, ...