Campaign details

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

Executive summary

In India, malls were blindly following a category template focused on revenues in a bid to tackle the rise of e-commerce – a template that was 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 in India and yet women-centric events were routinely exploited.

In a loyalty-fickle category like malls, Inorbit Malls was losing affection with women, who were moving away from brands that 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.