Nexus Malls And EG! Spread Bear Hugs Through Special Valentine's Day Activation

Marketing | March 7, 2018 | News

Nexus Malls EG!

Nexus Mall chain partnered with brand activation and experiential marketing agency EG! for a special Valentine’s Day activity. The day of love and romance got reinvented and became all inclusive when children, couples, parents, older folk -- all were touched by the Valentine festivities generating priceless smiles and good cheer.

The visitors at the mall saw a giant 6 foot+ teddy bear giving out free warm hugs to everyone - along with flowers, stuffed toys, and a chance to dance along on the special dance space in the middle of the mall. The bear also offered impromptu music lessons on the piano, dance lessons to the shoppers. 

Nexus Malls, that operate the Elante Mall, Chandigarh, Ahmedabad city’s Ahmedabad One, Seawoods Grand Central Mumbai and Westend Mall Pune, decided to go all out with their Valentine festivities. Wanting to do away from the traditional celebrations, together with EG! a brand owned by Experiential Art & Marketing Communications Pvt. Ltd., it was decided to not only create Valentine related décor including revolving heart shaped installations but also to fulfil a childhood fantasy of most people.

Footage for a video of the activity was captured live at the four locations, edited and finally aired on the social media accounts of the four malls, linking physical and digital activation.

Vjay Dewan, Chief Creative Guardian, EG! said, “As a creative house, we always seek to create experiences that are not only unique and relevant for the customer but also make a strong brand connect. So, for Nexus Malls, we chose to ‘humanise’ a metaphor of love from childhood – the Teddy – and added to it a lot of melodrama, antics, and romance! The result has been as ‘cupid’ as it gets!”

On the success of the campaign, Nishank Joshi, Chief Marketing Officer, Nexus Malls, said, “At Nexus Malls, we are constantly trying to reinvent perceptions. This year we wanted to celebrate the festival of love -Valentine’s day in a more lovable way. Therefore, when EG!, our experiential design agency suggested celebrating with a walking, dancing, rose-distributing Teddy and shooting this activity live, we were smitten with the idea. Our Teddy mascot distributed over 2,000 roses and teddy bears to our shoppers. And the Film of this activity has garnered us great goodwill and support earning us over 2 lakh video views in a single day.”

The visitors at the mall saw a giant 6 foot+ teddy bear giving out free warm hugs to everyone - along with flowers, stuffed toys, and a chance to dance along.

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