Last year, when a life-size drop down of actress Kangana Ranaut was hung in the middle of various malls across the country, it did not take much for mall visitors to figure out that it was brand Liva’s yet another promotion gimmick. The drop-down idea was quirky and became an instant hit. Following it up this year too, the brand re-launched the campaign in 26 cities across 54 malls. In this respect, we bring you four such marketing campaigns that not only clicked with the audience but just did what they were supposed to do – promote the brand!
From ramp walks to summer festivals and drawing competitions, Max Fashions is a forerunner when it comes to seasonal brand promotions. For example, it’s ‘Village Mela’, a theme-based promotion campaign at GT Mall, was one of the most popular ones in recent times. While visitors to the mall could click selfies in the village set-up, participants also walked home with gift coupons and vouchers. Commenting on the campaign, mall manager Mohan Manjunath says, “Footfalls are high during weekends in malls and the brand utilised this time to attract more visitors to the store with its village-themed setup. Visitors were obviously curious and ended up taking selfies, while more and more visitors to the mall also ended up going to the Max Fashions’ store.”
The season of Christmas is a favourite for people of all ages and the DLF Mall of India made the right use of this festive season. Hamleys launched a Christmas Carnival and kids participated in the ‘Letters to Santa’ activity to win a personal visit from Santa Claus during Christmas. These letters were about all the good deeds they had done during the year and the toys they desired. Also, Hamleys created an exquisite installation to transform the mall into a winter wonderland for kids. A unique North Pole Station was set up for children to visit and drop off their letters to Santa. The mall also had reindeers, sleighs, toy trains, a Christmas tree and lots of snow to mark the season.
For those who were mesmerised by the Lakme Fashion Week, the promoters of DLF Mall of India had some sweet news. A curated, handpicked and a well-organised fashion show was brought to the visitors of the mall. Style Goddesses - The Festive Showcase was one of the finest indulgences for hundreds of visitors who were at the mall during the wedding season. Beyond Shades collaborated with several other signature brands to showcase its finest collection. The show was curated by Sunayana Chibba and offered excellent retail therapy for shoppers who were exhausted after extensive buying. The weekend event had the right mix of indulgence, fashion and luxury.
Festive fervour never goes out of fashion in India and if it’s festival shopping, a brand can never be wrong about when to keep its doors open. Riding on the festival wave, Big Bazaar decided to open its stores at midnight with exclusive offers for those who were visiting the store at this hour. While the offers changed every hour, those at the store between midnight and 3 am made the most! Hefty discounts were announced for these visitors and separate counters were made to accommodate the extra rush. The marketing strategy did strike a chord with buyers as there was a kilometre long queue in front of most of the Big Bazaar stores. On festive days, the stores were kept open for nearly 20 hours!