MUMBAI: Last Saturday, Sophia College saw what will be known as the first edition of ‘The Great Indian Pillow Fight’. At their annual festival, Kaliedoscope, scores of  young collegians assembled on Sophia College Grounds on Saturday, bowled over by the thought of  taking part in the First Indian Pillow Fight ever, a concept put together by Portico, the premium home fashion brand.

Pillows were hurled down on an eager batchof youngsters and the girls lashed at each other as soon as they got their catch. There was no stopping the crowd, exhausted as they seemed, the girls wrestled with gusto.

With a special stylish bedding collection designed especially for the 24x7 generation, Portico, New York realizes the youth have frenzied lifestyles. The free spirit populace was thus given a chance to relive memories and bond with friends their way, and what would be better than a high spirited, crazy Pillow Fight. Spirits soared as feathers flew through the air, amid shrieks of college girls excited to be given full license to attack their peers in a good ol’fashioned pillow flight.

Speaking on the event, Arun Bhawsingka CEO, Portico New York said, “We are glad that we have connected with the new generation. And the platform which we have used to relate to them is quite innovative, and we are proud of that. We are sure that the collection for these young customers will be appreciated and be the most preferred in this segment.”

Commenting on the occasion, one of the Sophia’s students that participated in the fight said, “This is by far to have such a great pillow fight with so many people and so many pillows. I really hope other colleges catch on to the idea because I’d love to do it again!”

To take the Pillow Fight online, Portico, New York has also created an app on their Facebook page called The Great Indian Pillow Fight. The users have to choose a friend from their friend list and a weapon to fight. The top 3 winners get daily prizes of Rs. 1,000 each Flipkart vouchers. Top 3 scorers at the end of the activity will be awarded a PS3 – 500 GB, Sony Xperia U and Canon Power Shot A1400 – Point &Shoot. The Facebook app is designed by Brand Design.

One of India’s leading brands in the bed and bath furnishings category along with their new and innovative solutions, Portico aspires to give a new lease of life to personal spaces of gen next. With its contemporary and bold designs, the youth collection, cater to tastes of these nonconformists.