Everything Goes! manages ‘December Dazzle’ at Ishanya Mall

| Marketing | January 6, 2011 | News

Everything Goes! Communications managed ‘The December Dazzle' for Ishanya Mall in Pune from December 23 to January 2 as part of the mall's Christmas and New Year consumer-engagement efforts. A 20 foot high Christmas tree and a Santa house where kids could ‘meet Santa Claus' and receive gifts was set up. There was also a Christmas-tree making contest for kids. The atrium was decorated with lanterns and Christmas ornaments and a group was hired to sing carols. Other consumer engaging games like Tambola and a greeting card making activity were organized.

Providing an insight into the space design at Ishanya and commenting on the initiative, Vatsal Asher, Vice President - Customer Experience, Ishnaya said, "Ishanya is an outdoorsy center. While conceptualizing the visual merchandising, we had to consider both the vastness as well as the environmental factors. Also, because of our very strong association with art and culture and our history of producing unique events, we had to come up with something very iconic to live up to our customers expectations. Considering the fact that shoppers just don't come to shop for mundane things, iconic visual merchandise is instrumental in making customers take back memories. The largest lit conical tree became the cynosure of all eyes. We created a photo desk for instantly giving free photo prints to all our customer."

The conical tree unit comprising of a 32 large metal ball unit wrapped densely with lights was fabricated in Mumbai and transported to Pune along with various other Christmas décor elements. A team comprising of 10 people were involved in the setting up of the event. All décor elements were put up in a span of three days. A three member on-ground execution team conducted the live activation.

Vjay Dewan, Founder, Everything Goes! Communications commented, "Our agency has expertise in conducting mall activation for top malls and therefore, we were asked to do the Christmas event ‘December Dazzle 2010' for Ishanya Mall. We created a festive ambience in the mall, capturing the spirit of Christmas and the joy of the new year. The strategy team at EG! Mumbai developed the décor and activity plan, keeping in mind Ishanya Mall's unique positioning as a destination for home décor and interiors. The activities were designed for specific target groups."

The agency created a 20 foot high Christmas tree and activities were organised for 10 days to engage consumers.

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