European themed festival ‘Europa Calling’ returns to Growel’s 101 Mall

| Marketing | July 17, 2012 | News

Everything Goes! Communications has announced the second edition of the month-long European themed festival, Europa Calling II, at Growel's 101 Mall in Kandivali, Mumbai. Taking place from July 14 to Aug. 15, this festival coincides with the on-going sale season.

Commenting on the return of the festival, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications said: "We received an overwhelming response for Europa Calling last year. The mall witnessed more than 7 lakh footfalls during the festival and retailers recorded the highest sales. Consumers and even retailers had started enquiring about the festival. Hence, we decided to launch the second season of Europa Calling with double the fun and excitement." This year, the footfalls at the festival are anticipated to grow by about 15-20 per cent.

"Growel's 101 Mall has always strived to provide a new and special experience to our consumers. EG! Comm not only understands this need but has in the past helped us fulfil this desire very well. Europa Calling, organized last year, helped us register a huge number of footfalls, as well as record big numbers in terms of sales. This year, we are back again with the second edition of Europa Calling, the event which is now even larger in scale than last year and we hope will provide the shoppers with a spectacular experience," added Santosh Pandey, Vice President, Growel's 101 Mall.

Similar to last year, the festival will see Victorian chariots, bearing international characters and performers, moving about the catchment area every weekend during the festival, inviting people to the mall. The chariot members will include the Queen's Guards, a mime artist, Charlie Chaplin, and dance performers. This year will also see new characters including Julius Caesar, a leprechaun, a roman princess, a musketeer and Peter Pan.

In addition, a large screen has been placed outside the mall, which showcases the activities underway within the mall. These will include live performances like Bubble Dance, Spanish Dance, Ribbon Dance, Antre Dance and Living Statue, and performances by musicians. There are also workshops on pasta making, cake decoration, pizza topping, Venetian mask decoration, and Latin ballroom dancing.

A highlight of this edition of the festival will be a new introduction - a 3D Pavement Art Display - which is being showcased in India for the first time. This display, which will create optical illusions on the pavements and floors, will be set up in the mall atrium. It will also serve as a photo point for mall-goers.

In addition to these, the shopping itself is also being incentivised, with all G++ card holders being eligible to enter the Europa Calling II Lucky Draw by redeeming a set number of points. The participants stand to win tablets in the daily draws, along with the Bumper Prize - a plot of land at Shirol of 3,200 sft. from Disha Direct, and the Grand Prize - a Volkswagen Polo Car.

On the redemption of 100 points of G++ Growel's 101 Mall's in-house loyalty card, shoppers can take home captured moments at various photo points, and photographs taken with the strolling characters. These photographs will be given to the customers in a customized photo frame.

In addition to the BTL promotions, Europa Calling II is being promoted using OOH, radio, print ads, cinema hall slides which will be played in the multiplex within Growel's 101 Mall, and e-mailers.

Taking place from July 14 to Aug. 15, this festival coincides with the on-going sale season.

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