In a unique initiative, the company is going to exhibit its Digjam 2000 collection at its 73 exclusive stores across the country. Called ``The Digjam Festival Under One Roof', the exhibition will be a window to its entire Digjam suiting range which will be displayed under one roof for the first time. To create some hype around the event, the company is going to invite celebrities including film stars to inaugurate or be apart of the exhibition. For instance, for one of its exhibitions currently being held at Sriram & Son, a store in Chandani Chowk, Delhi, film star Amrish Puri will be the chief guest on December 4.

Besides, the Digjam 2000 range is already being promoted through a print campaign which breaks through the clutter of lifestyle and endorsement based advertising for suitings and instead focusses on the product's plus points. The campaign reinforces the superiority of the range in terms of fabric fall, feel and finish and has been positioned as `tradition with a flourish of refinement.'

Digjam is also looking at widening its retail presence from the current 73 exclusive outlets to 100 by the end of next year. These will be in addition to about 2,000 multibrand outlets through which Digjam is already selling. The brand has an ad budget of Rs 10 crore.