Malls Reinvent the Wheel, Bet Big on Promotions & CSR Activities
Shopping centres cannot afford to miss celebrating any festivities – then be they festivals that call for a national celebration or ones that are region specific.
Shopping centres cannot afford to miss celebrating any festivities – then be they festivals that call for a national celebration or ones that are region speciĆc. Some malls have gone a step ahead and have even invested heavily in creating strong CSR entities around their festivities. We bring a low-down of some of the most engaging mall activities, which happened across the country in last few months. PHOENIX MARKETCITY, PUNE
Phoenix Marketcity, Pune, recently organised a special monsoon fiesta for its patrons, to enable them to experience the beautiful season from the comfort of the great indoors. The mall was decked up for the peak of the monsoon in bright, colorful and welcoming pieces. The main entrance sported an intricately designed lotus pond, an assembly of flowers, dragonflies, frogs and crystals forming the pretty water droplets. A second focal point of the mall delighted the senses with a picturesque mushroom landscape – lighted colorful mushrooms in different shapes and sizes accompanied with giant-sized snails and dragonflies. Other such life-size installations were displayed at several customer touch points inside the mall as well. The vibrant surroundings – complemented with the End of Season Sale – provided the perfect setting for Pune mall patrons who experienced world-class shopping with more than 500 international, national and local brands to choose from. There were also various avenues of entertainment along with seasonal lip-smacking delicacies available in the mall for consumers.
Palladium, the luxury shopping destination of Mumbai, recently organised a Luxury Night Sale. The sale, which commenced from 7 pm ended at midnight. The countdown to the festive season has begun and this sale came right in time for all luxury connoisseurs. For men and women with a taste of luxury, labels like Burberry, Canali, Michael Kors, Tumi, Jimmy Choo, Longchamp, Tods, Hugo Boss, Coach, Bottega Veneta, Emporio, G-Star Raw, Furla, Paul Smith, Armani Jeans and many more added value to the shopping expedition with offers of up to 60 percent off on their products. Commenting on the initiative, Rajendra Kalkar, President (West), The Phoenix Mills Limited, said, “We have received an overwhelming response from the previous two editions of Luxury Night Raid. This year, we wanted to offer something special to our luxury shoppers with discount offering up to 60 percent across brands along with assured rewards of `25,000 and `50,000 on purchase of `1 lakh and `2 Lakh.”
INORBIT MALL, MUMBAI
Inorbit mall recently concluded its third edition of Pink Power Campaign – an initiative to support women entrepreneurs with great business ideas. The multi-city campaign that was hosted across 5 locations and 4 cities, culminated at Inorbit mall, Malad with a grand felicitation ceremony. Winners were felicitated by versatile actress, author and producer Tisca Chopra; Associate Vice President, Marketing and Corporate Communications, Inorbit Malls, Puneet Varma; and Satish Mukte from Central Bank of India. Inorbit Mall gave the winners free kiosk space to operate their business for a period of nine months. In addition to this, winners were offered financial assistance by Central Bank of India as per the prevailing bank norms and exposure for business through partners like Shop CJ. The third edition of Pink Power had garnered close to 1,411 entries across Mumbai, Navi Mumbai, Bangalore, Hyderabad and Vadodara. After close to a two-month long screening process based on criteria like innovation, scalability and future potential, Inorbit zeroed in on 10 promising candidates. Over the last few years, Pink Power has evolved as one of the most popular campaigns. The campaign has won recognition at advertising and marketing awards like Effies and Abbys. It was even was recognized in the gold category at the DMA Asia Awards. Pink Power is a platform for budding women entrepreneurs to realize their business dreams. with exceptional business ideas.”
DLF EMPORIO, DELHI
As the wedding season approaches, DLF Emporio, one of the finest luxury destinations in India, presents the 5th edition of ‘DLF Emporio Couture Weddings’. This personalised wedding show brings India’s leading celebrity stylists to assist and advise patrons in identifying the best solutions for their trousseau needs. This year, stylists Aki Narula, Tanya Ghavri and Ami Patel assisted prospective brides and grooms in finding their perfect wedding outfits. To celebrate the 5th year of DLF Emporio’s annual wedding event, an exclusively crafted fashion show of India’s leading couture designers and jewellery brands was hosted at the mall as well. The launch evening brought together ace designers like Anita Dongre, Abu Jani & Sandeep Khosla, Rohit Bal, Surekha Jain, Shantanu & Nikhil, Suneet Varma and jewellery partners such as Hazoorilal by Sandeep Narang, Rose, DIACOLOR and Ganjam amongst others to showcase elaborate couture ensembles and exquisite jewellery pieces. All this helped perfectly translate the season’s magnificent and intricate wedding trends onto the ramp. Speaking on the occasion, Dinaz Madhukar, Senior Vice-President, DLF Luxury Retail & Hospitality, said, “This year’s DLF Emporio Couture Weddings was preceded by a glittering evening that showcased Emporio’s finest couture and jewellery brands.”
PACIFIC MALL, DELHI
Pacific Mall recently organised the Couture Wedding Wonders – wedding exhibition and show at the mall in association with Aashmeen Munjaal’s Star Salon. The show was immensely popular and the mall witnessed a huge footfall during the exhibition. Owning to the success of the first exhibition that was held during last December and due to the huge demand fromthe customers the show was organised this year from August 23 to August 27, 2017. Salim Roopani, Centre Director of Pacific Mall, Tagore Garden, talks about what the mall does every wedding season to pull in customers. “We regularly curate special initiatives for customers with third-party brands such as bridal shows and bridal themed flea markets. This year from August 23-27 we hosted Wedding Wonders to promote this zone aggressively to position Pacific Mall as a one stop wedding/ occasion wear destination for customers. We have successfully managed to bring all stakeholders in the wedding business under one roof (including the consumer). The Wedding Fashion Show has been conceptualized to pique the interest of consumers and give them some insight on what they can expect this year in the wedding season”.
GARDENS GALLERIA MALL, NOIDA
On the special occasion of Independence Day, Gardens Galleria Mall – a part of Entertainment City Complex, Noida – announced a fortnight long Freedom Shopping Festival. Spanning 16 days – from August 4 to August 20 –the festival was all about great shopping, delectable cuisines and foot-tapping parties and entertainment. Every day, one lucky winner who shopped over `7,100 got vouchers of `71,000. Moreover, anyone who shopped over `5,000 was entitled to two tickets of Worlds of Wonder, the famous water and amusement park in Delhi NCR. Arun Kumar Manikonda, Vice President Operations – Entertainment City, Noida said “Gardens Galleria is always at the forefront in conceptualizing and executing unique ideas to enchant our valued patrons. The Freedom Shopping Festival is a tribute to our great nation. We want each and every Indian to feel special on the occasion of 70 years of independence. Our endeavour is to provide our customers a unique combination of mouth-watering discounts on shopping, great food and amazing entertainment.”
SELECT CITYWALK, DELHI
Select CITYWALK, in partnership with SDMC revamped the Jamun Wala Bagh, which is spread over an area of 95,000 sq. ft. under its CSR initiative providing facilities like yoga and a meditation area, an open gymnasium, a jogging path, a kids play area, LED lights and a surveillance system among others. The mall also announced an open library ‘BookMahal’ in partnership with Life Positive Foundation and Aarohan. In an initiative to promote spirit of learning, the library will provide two facilitators who will encourage reading amongst the youth. Speaking on the occasion, Inder Sharma, Chairman, Select CITYWALK said, “It is a proud moment for us; to have successfully executed this public-private partnership to create this beautiful park with facilities for kids and adults in place of a junkyard. A lot of hard work went into this transformation and we’re happy to have made this small, yet significant contribution to the society.” The initiative of Select CITYWALK saw huge support from local communities. Group events like dancing and singing led to huge local support and engagement. Children, specially, were kept engaged productively. The initiative has also led to a cleaner and greener environment around for local communities.”