On the idea behind roping in the agency, Santosh Pandey, General Manager, Growel's 101 Mall said, "We have recently opened the second phase of Growel's 101 Mall with 30 retailers on board and we thought the January sales would be a great time to showcase the new stores. Therefore, we engaged with Mumbai's experiential marketing firm, Everything Goes! Communications to create the ‘Wow Sale'. We feel that the creative approach the agency has adopted will help the shoppers become aware of the new offerings."

The agency's task involves creating strategic and effective visual communication to inform shoppers about the sale. They have created a separate display area at the entrance of the mall where retailers are being given an opportunity to put up mannequins and standees to communicate their individual offers. F&B retailers have also been given an area to put up kiosks offering refreshments.

Vjay Dewan, Founder, Everything Goes! Communications remarked, "Most of these retailers have exciting sale offerings and our objective is to enthusiastically communicate this to the catchment. This includes organising events and engaging activations to raise footfalls in stores that have opened in the second phase."