The main marketing problem DLF Mall of India faced was that people had way too many choices when it comes to malls. Although the mall had very good rational reasons to draw shoppers in (like shorter drive time, better brands) people are not that rational when it comes to shopping. Because the other problem is that Mall Of India is a new mall,
others had planted their flags first, we lacked top-of-mind-recall.
So, the objective we were looking to fulfill was to create a campaign with a rational reason (focused on the short drive time, just 20 mins from South Delhi) that is so sticky in consumer minds that they find it hard to ignore and build on the association.
The main idea was to create a campaign around the concept of Plenty20,
a play on Twenty20. It was designed to work at two levels.
1) To create intrigue around the concept with a teaser campaign
2) To build on the twin aspects of BREADTH of offerings (PLENTY)
and SHORT DRIVE TIME (20 mins)
3) Create sustenance by integrating #Plenty20 with digital/ social media,