Everything Goes! Communications manages 'Growel Snow-Well'
by EVENTFAQS Bureau | Marketing | December 27, 2012 | News
To add to the festivities of Christmas, Everything Goes! Communications brought the European countryside themed activation 'Growel Snow-Well' to Mumbai's Growel's 101 Mall in Kandivali. The activation started on Dec. 18 and will go on until Jan. 1, 2013. EG! has ideated and is executing the activation where customers at the mall will for the first time experience snowfall in Mumbai. EG! expects to attract about 6 lakh visitors during the course of the activation.
There is an ambient European countryside, with picket fences around brick houses, a Santa hut, a 20 ft. Christmas tree in the atrium, a tall reindeer structure, along with spectacular Christmas lighting to enhance the festive atmosphere. The special feature of this event, however, is the use of faux snow to create an authentic European winter mood. The snow will be seen as a blanket on rooftops of houses, lamp posts and other decor elements of the village created within the mall premises. Children can also participate in a snowball throwing activity wherein they target the nose of a snowman's structure and can win goodies for the same.
The other activities include a story telling kiosk in the village set up, wherein a story teller will narrate Christmas tales for the kids, a carol singing performance and a 'Letter to Santa' activity, in which a few lucky kids will get their wishes fulfilled by Santa. The mall audience can also make the best of opportunity as an artist will sketch people's caricatures. All this, along with the mischievous, entertaining pair of Santa and his elves will enchant the mall audience. There are also 12 ft. lit reindeers that are visible from the Western Express Highway at night.
Commenting on the activations, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications, said: "Imagine the thrill of holding a snowball in your hand and throwing it at a snowman, right here in Mumbai. Growel's 101 is completely geared up for Christmas and also to welcome the New Year. Without stepping out of the city, customers at the mall will be transported into a European winter world. We feel the actual snow fall in the mall is the USP of this activation. Apart from this, there is a huge emphasis on décor and unique décor elements have been installed to complete the ambience."
Adding further, Dewan said: "EG! is Growel's preferred experiential agency associate besides being the creative agency for the past two years. EG! has executed their sales as well as created a special event property for them called Europa Calling. Last year EG! also conducted their Diwali event called Diwali Electrika. For Christmas, the mandate given to us was to create a typical European Christmas ambience. This set the queue for us to create elements from a European village. For Mumbaikars, a lot of whom who may never have experienced snow in their life, the snow in the mall as well as the snowball throwing at the snowman will prove to be a unique experience. This is the first time we're doing a Christmas themed activation for Growel's 101 Mall. In the past we have conceptualised and executed Christmas events for other clients including Inorbit Mall, Korum Mall and Ishanya Mall."
Commenting on the activations, Prasad Rane, AGM-Marketing, Growel's 101 Mall said: "The activation is a unique, memorable and a delightful Christmas experience for kids as well as parents. It is our constant endeavour to create something new for our customers - be it the annual Europa Calling event or the WOW Sale. So, this year for Christmas we decided to recreate the snow-clad Christmas feel of Europe right here in the heart of Mumbai. For this, we approached EG! - the agency which has partnered us in creating several interesting event properties including the ones mentioned before, and they came up with this white snow-themed based event, that I am sure is bound to please all our patrons, big or small, young or old."
EG! also did a similar activation in Koregaon Park Plaza Mall (KMMP) in Pune. Commenting on the same, Nishank Joshi, AVP Marketing, Pioneer Property Zone, the mall management company of KPPM, said: "This Christmas we decided to aid shopping by creating a unique experience for our customers. Thus, we aligned with EG! Communications, an agency with which we have associated to create varied experiences at various malls we run across the country. The idea this time was to create a European white snow-clad Christmas and hence ‘Snowy Christmas'. Our endeavour always is to create delight for our customer, and we are hopeful we shall do so this Christmas as well."
The agency carried out an activation where a special snowzone was created at Growel’s 101 Mall for Christmas.