Growel’s 101 Mall gives patrons a tour of Europe with Europa Calling 3

| Marketing | November 7, 2013 | News

Complementing the festive season of Diwali, Growel's 101 Mall in Mumbai is hosting the 3rd season if its European themed festival, Europa Calling, within its premises from Oct. 24 to Nov. 10. Everything Goes! Communications, the agency that ideated and executed the previous two editions of the festival, is once again responsible for managing this ongoing initiative.

Commenting on the objective of the initiative, Santosh Pandey, Senior Vice President, Growel's 101 Mall, said: "The last two seasons got us an overwhelming response. The mall always witnessed better footfalls and sales in our earlier two seasons of Europa Calling. Hence, we decided to launch the third season, Europa Calling 3. This time our objective was to add education along with entertainment. With Europa Calling 3, this time we have taken the fun and excitement quotient to another level and I am satisfied that the event has come up the way we desired."

This year the agency has taken the theme of the ‘European Road Show' forward and has added elements including 3D installations like the Big Ben, Eiffel Tower, and Leaning Tower of Pisa to complement this. A vintage Beetle car has also been put on display as part of this theme.

The highlight of the initiative is The Euro Ride, which is a train ride that takes shoppers at the mall on a virtual European trip where the various stations on the journey depict the distinct cultures, performances, famous sites and special features of different European nations. European dance performers as well as strolling European characters have also been stationed along the route to bring European culture to life.

A European tour guide interacts and engages the passengers as the train makes its various stops at destinations including England, France, Italy, Spain, Germany and Switzerland. For instance, when the train stops at Germany, the passengers are told about the Oktoberfest, the Autobahn, the German unification, with a yellow Beetle car on display. Similarly, when the train stops at France, riders can view a 3D installation of the Eiffel Tower and the tour guide gives details of the Louvre museum, the Moulin Rouge and why Paris is called the City of Lights.

Speaking about why a European themed event was chosen this time around, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications, said: "Growel's 101 Mall has distinctly unique, European style architecture with its impressive columns, benches and arches. Therefore, it was decided to use the mall architecture as the backdrop to mount the event. The objective was to provide a unique international experience, thereby differentiating the mall in the eyes of the quality seeking shopper of Mumbai."

Detailing the plan for the event, Dewan said: "Our company thrives on challenges. But the task set out in front of us was to take Europa Calling to the next level; to make the offerings bigger and better as this is the 3rd year in a row that we are conceptualizing the event theme and flow as well as executing the event on-ground. The level up for us was that the focus is on ‘edutainment', not just entertainment but quality takeaways, that will impact the life of the consumer."

Shopping too has been incentivized for the event duration. All G++ Loyalty Program members can send their kids on the train ride post the redemption of 100 points. Also, all shoppers who shop over Rs. 5101/-, get a chance to participate in a lucky draw and win the bumper prize - a Hyundai Verna car or a holiday trip to Europe.

Handled by Everything Goes! Communications, this activity allows visitors to take a virtual train ride through Europe.

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