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

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

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: IndiaIndustries: Shopping centres, mallsChannels used: Events & experiential, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Social media, Websites & micrositesBudget: 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...

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