This is a prominent mall in Delhi’s premier shopping district with a focus mostly on women’s brands. We created a positioning which was distilled into the tagline ‘Always new’. From an individualistic level, it says ‘My style is never out-of-date. I’m always current’. This doesn’t mean that I’m just about trends. Truly stylish people are always new. Take Jackie O’s glamourous sunglasses, Audrey Hepburn’s Givenchy dresses, Coco Chanel. The looks they carried off have never aged. Always New. At the same time, the concept even works for up-to-the-minute fashion houses like Zara, who are quite literally, Always New. 'Always New' not just as an external facing mantra but even as aninternal theme is a powerful statement of purpose.