Virtuous Retail creates ‘KhoobSurat’ moments at its mall

| Marketing | January 20, 2014 | News

‘KhoobSurat’ moments were created at Virtuous Retail’s shopping destination VR Mall in Surat. The 16-day long activity, from Dec. 21 till Jan. 5, was executed by Everything Goes! Communications.


The activation celebrated the essence of the city and mapped its course with the Christmas, Ponk Party and New Year as the main pillars of revelry. The focal point was a 30ft high Christmas Tree installation. Other décor installations that complete the Christmas feel were the 10ft high reindeers wrapped in grass and light as well as the giant hanging Christmas wreaths that welcomed the shoppers into the mall. All these décor elements also acted as unique photo points for the patrons of the mall.


Several engaging activities were planned, including craft workshops, makeover sessions, food presentations, nail art and more. A choir band also sang the traditional carols and Santa along with his elves distributed Christmas goodies. Artists dressed as international strolling characters, including pirates and musketeers, moved around the mall adding to the festivity of the event.


Speaking about the idea behind the activity, Paresh Mishra, Director Operations, Virtuous Retail, said: “We wanted to create a sense of togetherness whereby VR Surat is seen as a hub of social activity for the entire city, therefore the ‘KhoobSurat’ activation. For all shoppers this became the place to be for Christmas and New Year. EG! has been consistently working in the space of experiential marketing across the country and they made ‘KhoobSurat’ a truly beautiful affair for all our shoppers.”


Adding further, Vjay Dewan, Chief Creative Guardian, EG! said: “This was our debut in this beautiful city and we wanted to create everything which was ‘KhoobSurat’ as per the brief. All the décor installations as well as the interactive sessions brought to life beautiful experiential moments that a shopper could take away with her long after she leaves the portals of the mall. VR Surat is already a destination mall and we hope we upped the ante by creating a spectacular extravaganza this Christmas for all Surtis.”

Everything Goes! Communications was appointed to execute the 16-day activity.

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