Malls Rein­vent the Wheel, Bet Big on Pro­mo­tions & CSR Ac­tiv­i­ties

Shopping Center News - - CONTENTS - By Shubhra Saini

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 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.”


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 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”.


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, 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.”

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