For this first time in a mall format, Essel World Freeze was launched on July 3 at a press conference at Four Points by Sheraton, followed by a launch at Inorbit Mall. Both these events were executed by Think Events. Commenting on their association, Girish Chandran, Managing Director, Think Events said: "Think Events has been associated with Essel World for a long time now, since the launch of a ride at Essel World in 2008. Essel World directly approached us for Freeze."
Essel World Freeze, spread over 5,520 sq. ft., comprises of three zones, namely the Arctic circle, which is the ice skating rink; the North Pole, which is the snow world; and the Freeze bar. In all these zones, the temperature will be maintained at between from -4 degree C and 4 degree C. Freeze is being promoted as a unique, permanent concept of ice and snow - a relief from heat for Pune.
The press conference saw the members of the press and media being addressed by Bhushan Motiani, Marketing Head, Pan India Paryatan Pvt. Ltd., who introduced the Freeze using an AV. This was followed by Motiani and Shirish Deshpande, CEO, Pan India Paryatan Pvt. Ltd., answering the questions of the audience, followed by a one-on-one sessions with members of the press.
Post the press conference, the dignitaries and guests went to Inorbit Mall for the official launch and first preview of Freeze. Actor Ayushmann Khurrana, of Vicky Donor fame, inaugurated Freeze at the mall. In order to dramatize the mall launch, a brick wall, made of thermocol, acting as a heat barrier was set up, blocking the Freeze entrance. This wall was broken down by Khurrana to reveal the entrance and the logo. A live screening of the inauguration was played at the Food Zone. Khurrana declared Freeze open and led the guests inside for a tour, where he introduced the Arctic circle, the North Pole, and the Freeze bar.
In order to create a buzz around the launch, beginning July 1, a three-day pre-event public engagement was undertaken to generate curiosity. A mime artist was roped in to narrate stories signifying heat and cold using his act. In addition, a ice-covered car was placed in the mall atrium, which was intended to intrigue the public. Similarly, a wooden bench covered with frozen ice was placed in the Food Zone. All of these were supported by Freeze branding, which included cut-outs of a thermometer, a penguin, etc. Half an hour prior to the mall launch, an emcee engaged the mall visitors in the Food Zone through a quiz, wherein correct answers were rewarded with free passes to the Freeze. Two lucky winners were selected for a special chat with Khurrana.