In 2010 India had 225 malls. Today that number has more than doubled. Approx 570 malls, of which 40% are in the Delhi/NCR region. It’s a highly competitive market with malls mushrooming in every nook and corner of urban India.
Now add to that yet another Big fat Mall. DLF Mall Of India. India’s LARGEST mall, spanning 1.9 million square feet (20 Lac sq ft). DLF Mall of India draws its inspiration from Dubal Shopping Mall and Mall of America. It was launched (by another agency) amidst big fanfare, touted as the largest attraction since the Taj Mahal.
However, the footfalls didn't add up and pretty soon they had some very nervous tenants. Our mandate was to change the perception among the immediate catchment area that Mall Of India was too pricey. Research told us that there was a perception problem.
We did a series of full-page spreads that turned this perception on its head and got the mall properly started.