MediaBrief caught up with Nishank Joshi, Chief Marketing Officer at Nexus Select Trust, and Hasmukh M. Gorava, Marketing Head of KidZania India, to learn about their strategies and preparedness for the festive season.
They speak about Nexus Select Trust and KidZania India’s approaches to marketing, the use of technology, data, and personalization, as well as festive-season initiatives. They also share how they are revitalizing tradition to elevate their festive approach in today’s digital landscape.
Leveraging data and personalization for the festive season
Discussing Nexus Select Trust’s approach to the festive season and how they are leveraging data and personalization, Nishank Joshi says, “Our data-driven approach allows us to create personalized festive experiences that resonate with consumers on a deeper level. We’ve noticed a shift in shopping patterns, with consumers now shopping closer to the festival dates.”
“Leveraging data,” he adds, “we’ve personalized our festive offerings to match these trends, delivering instant rewards through our loyalty program. This initiative allows customers to redeem gifts immediately after purchases, enhancing satisfaction.”
“By focusing on experiential events and in-city experiences, we aim to give shoppers compelling reasons to visit our malls during the festive season,” highlights Joshi.
Hasmukh M. Gorava shares that at KidZania, “We use data-driven insights to tailor festive activities that resonate with different age groups and interests. By offering personalized workshops and experiences based on demographics, we create meaningful connections with our visitors.”
“Digital engagement helps us craft personalized pre-event communications and offers, while real-time feedback allows us to adjust activities on the go,” emphasizes Gorava, adding that “Our loyalty programs provide special rewards for repeat visitors, and brand partnerships enhance the experience with co-branded events. We also localize celebrations to reflect cultural traditions, ensuring a personal touch with tailored festive greetings and offers.”
Nishank Joshi on tech and innovation
Nishank Joshi reveals, “Technology is integral to our festive plans and innovations” at Nexus Select Trust. Shedding light on the technology they have used, he says, “We’ve rolled out an app across 10 malls, allowing customers to upload bills and redeem rewards seamlessly. We’ve also introduced AR and VR games in our display areas, offering immersive experiences that enhance the festive shopping journey.”
“These digital innovations are seamlessly integrated into our broader marketing strategies, ensuring they elevate the overall experience for visitors,” adds Joshi.
On how Nexus Select Trust is blending tradition with innovation, Nishank Joshi expresses, “Tradition remains at the heart of our festive celebrations. This year, our decor will be more immersive, combining traditional elements with experiential ticketed events.”
“We’re also collaborating with Ayushmann Khurrana as our Happiness Ambassador for campaigns that bridge tradition with modern festive celebrations, running from Dussehra to Diwali. By introducing ticketed, larger-than-life events alongside traditional festive decor, we’re ensuring that our visitors enjoy a rich, immersive experience while staying true to the essence of the festival,” shares Joshi.
Hasmukh M Gorava on ‘Family Diwali KidZaniaWali’
According to Hasmukh M. Gorava, “Diwali is not about extravagance, but about the simple pleasures that come from being together, celebrating our shared heritage, and cherishing the moments that make life beautiful.”
“This year, KidZania invites customers to celebrate Family Diwali KidZaniaWali!, a vibrant event that embraces the rich heritage and traditions of Diwali. It sets the stage for artists, explorers, and families to come together in a cultural extravaganza.
“From traditional art forms and engaging cultural workshops to lively folk-dance performances, there’s something for everyone to discover and enjoy. Displaying cultures and designs across the park to enhance the beauty of Indian culture and showcasing the art forms through a digital wall has a positive impact on the young generation,” shares Gorava, inviting people to reconnect with their roots, celebrate unity, and experience the spirit of Diwali in a way that’s both fun and meaningful for all ages.
Special initiatives for the festive season by Nexus and KidZania
Shedding light on Nexus Select Trust’s festive initiatives, Nishank Joshi says, “This festive season, we’re focusing on larger experiential events, driven by collaborations and exciting campaigns.”
“Our loyalty program offers instant gratification, allowing customers to redeem rewards immediately, which sets us apart. We’re also partnering with leading personalities like Ayushmann Khurrana to deliver festive campaigns and combining our décor with ticketed events for Diwali and Christmas to create memorable experiences for visitors,” adds Joshi.
“KidZania is doing a unique painting challenge for kids called Brush for a Better World in collaboration with DOMS,” highlights Hasmukh M. Gorava.
“Our mission,” he shares, “is to inspire young artists to creatively express their vision for a sustainable world while promoting eco-friendly practices. We have also collaborated with DOMS to conduct a Mandala Art activity at KidZania.”
Further, Gorava adds, “We have our own loyalty program called ‘Be KidZanian’ through which we are connected to all our loyal customers, and we invite them each season, offering an exclusive deal tailored for them.”
Nexus Select Trust is focusing on large-scale experiential events
Nishank Joshi reveals that Nexus Select Trust is fully geared up for the festive season, with a “significant focus on large-scale, experiential events.”
Sharing the brand’s festive season strategy, he says, “Our strategy includes leveraging physical spaces for concerts, shows, and immersive campaigns that draw visitors. We’ve planned visually appealing activations and collaborations with film brands to make these celebrations stand out. Our budget is focused on larger experiential events, blending technology and tradition.”
“We look forward to offering memorable moments with unique events like virtual Ravans and interactive games, setting us apart from the competition.
“The festive season allows us to showcase what malls do best—offer engaging, in-person experiences that online platforms can’t replicate,” Joshi emphasizes.
‘Q3 is a crucial period for KidZania’
Sharing KidZania’s overall preparedness for the festive season, Hasmukh M. Gorava says, “Q3 is a crucial period for us in terms of guest visitation, with all the major festivals happening in these three months. This is the time when people tend to spend more, and there is a natural intent to travel and visit places during long weekends and mini vacations.”
“We deploy a healthy budget for this period and try to be present across all media. Our campaign focuses on promoting our roleplay activities, blending with the variable experiences we create for the guests,” Gorava concludes.
