EG! Communications brings European wonders to Growel’s 101 Mall

| Marketing | July 19, 2011 | News

As reported earlier by EVENTFAQS, Everything Goes! Communications bagged the creative duties account of Growel's 101 Mall in Kandivali, Mumbai in July. Everything Goes! Communications will be responsible for the creative communication strategy for the various needs of the mall across different media forms including ATL, BTL and OOH needs. The brand agenda is essentially to strengthen the consumer connect at various demographic points.


The agency began the contract with the launch of a month-long festival, ‘Europa Calling', on July 15 and will continue until August. Unlike other events where an event is anchored in the atrium or in one section of the mall, this event is different as it is spread across the mall using its architecture with columns, benches and arches as the backdrop of the event. The festival is aimed at acquiring the mind space of the shoppers and communicate to them that Growel's 101 Mall is a destination that provides an international experience.


Commenting on the initiative, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications said: "The mall has a very distinct European architecture. This is considered the USP of the mall and hence, this event Europa Calling was created around a European theme."


As part of the execution the festival, people are dressed up as various characters from folklore and history such as gladiators, Vikings, royal guards and court jesters. The festival will see an array of activities at the mall including a special interactive ‘Spin-O-Win' game designed like roulette. There will be cooking and baking workshops and a play that will be staged at the mall atrium. Entertainment items such as a ribbon dance, Russian dance, strolling musicians, army dance, street magician performances, live human statues, and mime artists will be the attractions.


Speaking about the objective of this festival, Santosh Pandey, Vice President, Growel's 101 Mall said: "Our objective was to provide a unique international experience for the catchments. Our mall architecture was designed keeping this in mind. Europa Calling, conceptualised and executed by Everything Goes! Communications, will be the biggest spectacle seen in Mumbai,"


To enhance the fun quotient, shopping will also be incentivised for the event duration. All customers who shop for Rs. 2,101 will be eligible to participate in a lucky draw, drawn every two hours. The lucky shopper will get a chance to win the grand prize - a Tata Manza sedan. Also, two lucky couples will win a European holiday.

Furthermore, an elaborate media plan has been worked out to communicate the event, including a whole gamut of print advertisements, radio spots and outdoor hoardings.


The agency began the contract with Growel’s 101 Mall with the launch ‘Europa Calling’.

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