Inorbit Mall: Pink Power

Inorbit Mall, a chain of malls in India, ran a social campaign in support of female entrepreneurs and their businesses.

Campaign details

Brand: Inorbit MallBrand owner: K. Raheja CorporationLead agency: DDB Mudra GroupCountry: IndiaIndustries: Shopping centres, mallsMedia channels: Competitions & contests, Direct marketing, Events & experiential, Print - general, unspecified, Public relations, Radio & audio, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Inorbit Mall was operating in a category that perpetuated stereotyped views of women. As a mall, Inorbit was not expected to create opportunities for women, but rather only focus on the usual commercial metrics such as footfall....

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