Growel's 101 Mall organizes Marvel Summer Festival

| Marketing | June 7, 2013 | News

The Growel's 101 Mall Marvel Summer Festival took place from May 11 to 31 in Mumbai. Children got an opportunity to play games, participate in workshops and meet their favorite super heroes from Marvel. More than 4,000 kids were engaged daily.

Speaking about how the idea of the festival came about, Prasad Rane, Deputy General Manager Growel's 101 Mall said: "The initiative is a result of sustainable research done by the mall. We at Growel's 101 have a customer loyalty programme called G++ which helps us in gauging consumer feedback. We frequently conduct surveys to understand the psyche (preference and opinion) of our patrons. Our research has reflected that the major chunk of consumers would like to see kid-centric activities in the mall."

The atrium of the mall was transformed into the 'marvel-ous' world of super heroes. The ambiance defined the theme of ‘Action Xplosion' with a 3D stage designed like the abode of Spider-Man, Wolverine's cage, and bow and arrow at the Hawkeye zone.

Speaking about the objective behind this festival, Rane said: "This activity is a part of the long-term marketing objective aimed to create a kid-friendly atmosphere to cater to their needs. Our Segmentation-Targeting-Positioning-Differentiation (STPD) strategy is to target children as they have always emerged as the emotional decision makers of the family. Furthermore there are exclusive services for the kids like - Kids Play Area (Crèche), Kids Carnival, etc. Summer is the time for holidays, fun and frolic. It is time for children to learn about interesting hobbies, games and all that is fun. However, seldom it is seen that the summer holiday workshops imbibes a ‘Hero' quality in them. The activities were designed to imbibe qualities like confidence, leadership, teamwork and more in children."

Children got a chance to experience live gaming and win prizes by accepting intricate challenges, group training activities and answering questions about their favorite characters. There were games like Marvel Minute To Win, Avengers Carpet Game, Marvel Quiz, Ring the Super Hero and Build the Super Hero Card House.

The artistic fans could create their super hero on paper in the Art Hour. The Giant Marvel Jigsaws tested the children's speed, judgment and intelligence as they put together the maze of their favorite Marvel character. Daily, three kids with the best timing got to play in the Mega Jigsaw Championship. During the activity hour, there were tasks like making Thor's Mask, Hulk's Hand, Captain America's Shield, Thor's Hammer, Spider-Man's Net Bag and Iron-Man's Light Ball. Winners of various competitions received prizes on the spot.

The mall also organized a Marvel Training Academy, where children imbibed the characters of leadership, team building and communication by engaging in group contests. Each team had to complete certain activities within a given period of time. Iron-Man and Spider-Man fans got to meet and spend time with the characters on three select days.

Speaking about the initiative, Rane said: "Last year's summer activity too was kid-centric and got a great response. The previous initiative was in association with Hot Wheels and Barbie (Mattel). Last year our event focused on providing recreation and entertainment to the children during their vacations. This year we decided to do something extra. Not only did the children enjoy playing games based on their favorite superheroes and meeting them, but also learned in the process. The activity has turned out to be extremely popular and kids from the catchment as well as across the city are coming to experience their favorite super heroes."

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Children got an opportunity to play games, participate in workshops and meet their favorite super heroes from Marvel.

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