Inorbit Malls: Home-run to home-bound: How Inorbit got backyard businesses to the shopfront

Sanchari Chakrabarty

Campaign details

Brand: Inorbit Malls
Brand owner: Inorbit Malls (I) Pvt. Ltd.
Lead agency: DDB Mudra Group 
Country: India
Industries: Shopping centres, malls
Channels used: Events & experiential, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

Shopping malls were blindly following a category template focused on revenues, in a bid to tackle the rise of e-commerce. This was a template based on transactional promos and deep-rooted discounting culture, all to drive footfall to the mall. The transactional nature of malls and a discounting culture added no value to the lives of women and, yet, women-centric events were routinely exploited. In a fickle category, Inorbit Malls was losing affection with women, who were moving away from brands that they felt were guilty of tokenism. Inorbit realised that following category norms was making this situation worse. Instead, it was time to challenge the category's lethargy and frame a new positioning. So, Inorbit decided to begin a new narrative for women by launching Inorbit Pink Power – a business launchpad for women with home-run businesses. Hundreds of women, across age groups, participated and 13 of them won rent-free personalised kiosks in Inorbit Malls across four cities. Consumers applauded this initiative with 85% of mall goers (from a post-campaign survey) stating that 'Inorbit cares about gender equality'. Most importantly, Inorbit forged alliances with small businesses run by women and participated in a larger narrative on gender equality.

Market background and objectives