Home-run, not home-bound: How Inorbit got backyard businesses to the shopfront

Sanchari Chakrabarty, Neeraj Sharma and Toru Jhaveri

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Campaign details

Brand: Inorbit MallsBrand owner: Inorbit Malls (I) Pvt. Ltd.Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Shopping centres, mallsMedia channels: Events & experiential, Online video, Print - general, unspecified, Public relations, Radio, Social media, Websites & micrositesBudget: 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...

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