Commenting on the objective of the initiative, Santosh Pandey, General Manager, Growel's 101 Mall, said, "This is our first Diwali and we have planned a grand celebration. There are 60 stores planned for the mall and 30 are open so far, while the others will open closer to Diwali. Normally we see 15,000 people on weekends and 12,000 during the week at the mall. We expect a 60 per cent increase in the total footfall at the mall during the celebrations."

"This is a first time association with Growel 101. We bagged the account through a pitch process. The brief given to us was to host a 20-day festival that would depict the art of Indian festivals. Promotions for the event are being done through leaflets, radio and print. The celebrations commenced with a fashion show by Madame with VJ Sophie Choudry walking the ramp. Apart from the several fashion shows and celebrities visiting the mall, visitors will also be engaged through stall activities. There are stalls for pottery making, bangle making, henna and a palmist. There is also a dance competitions, juggler show, on-the-spot riddle games, puppet show and more," detailed Sarath Shetty of Seven Horse Media.

To add to the grandeur, the mall is having ongoing contests and lucky draws wherein winners will be rewarded with a holiday in Malaysia.Pandey added, "In the future, we will be organisng many on-ground activities at our mall. During Christmas we again plan to host a 20-day celebration. For this year, 30 per cent of our annual marketing budget has been allotted for on-ground events."