Campaign details
Brand: Inorbit MallsBrand owner: Inorbit Malls (I) Pvt. Ltd.Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Shopping centres, mallsMedia channels: Events & experiential, Online video, Print - general, unspecified, Public relations, Radio, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
In India, malls were blindly following a category template focused on revenues in a bid to tackle the rise of e-commerce – a template that was based on transactional promos and deep-rooted discounting culture, all to drive footfall to the mall. The transactional nature of malls...