Campaign details

Brand: Inorbit Mall
Brand owner: K. Raheja Corporation
Lead agency: DDB Mudra Group
Country: India
Industries: Shopping centres, malls
Media channels: Competitions & contests, Direct marketing, Events & experiential, Print - general, unspecified, Public relations, Radio & audio, Social media, Television, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Inorbit Mall was operating in a category that perpetuated stereotyped views of women. As a mall, Inorbit was not expected to create opportunities for women, but rather only focus on the usual commercial metrics such as footfall.

By choosing to move away from its category’s norms – despite limited budgets – Inorbit ended up creating greater impact for its business.