Metro Junction Mall - "Reborn"

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Brand: Metro Junction Mall

Advertiser: N/A

Title	Reborn
Advertiser	N/A
Brand	Metro Junction Mall
Date of First Broadcast/Publication	2015 / 1
Story	Task: Bring back the footfalls to Kalyan’s premier mall. The Challenge: Metro Junction Mall is a 750,000 sq.ft. shopper's paradise in Kalyan (Mumbai) and is into its seventh year of operation. The anchor stores include Shoppers' Stop, Pantaloons, Max, Big Bazaar, McDonalds, KFC, Bata, Ezone and a 5-screen multiplex Inox Due to a 7-year familiarity, the catchment population was veering towards Mumbai or Thane for shopping/entertainment resulting in lowering of the footfall. The Results: To increase brand visibility, we choose Facebook & Instagram and some relevant sites as a social platform. The new-age design and message got us the requisite eyeballs, and subsequently, the footfalls. 43% Increase in daily footfalls 64% Increase in brand awareness The Strategy We wanted to give the catchment population a fresh new reason to visit the mall. The pull has to be intangible, since there was no note-worthy structural change in the mall. In India we believe in reincarnation. Same soul, new style. So we did a campaign around ‘Iska toh PUNAR JANAM ho gaya’ to make people inquisitive to see how the mall had changed, and promoted it through #BornAgain As per research data, a majority of our audience, the youth between ages 18 to 35, frequently visited websites like BookMyShow.com, Zomato.com, flipkart.com, PVRCinemas.com, makemytrip.com, naukri.com. This set of audience is also active in social media sites like Instagram and Facebook and Twitter. So we gave “REBORN”, a new contemporary avatar, to excite the youth to visit the mall. The tone of the campaign was also kept young, trendy, and colourful.
Media Type	Social Media
Sr. Creative Director	Sagar Rahurkar