Inorbit Mall: Half autobiography championing the unrelenting spirit of women entrepreneurs

Inorbit Mall, a brand of shopping malls in India, launched the 'Half Autobiography' campaign that used a social experiment to show women their potential.

Agency: DDB Mudra Group India

Summary

Inorbit Mall was operating in a templatized category that was viewing women from a clichéd lens. The mall was able to identify a future challenge and build a program that relied on its own expertise. But most importantly it realised that building a program wasn't enough. It was critical to encourage women themselves to take charge and believe in their own potential. With this in mind, Inorbit built an integrated campaign that started with a social experiment and was activated across all forms of digital media to spread the conversation across different...

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