In an exclusive interaction with MediaBrief, Rohit Gopalani, SVP and Head – Leasing, Marketing, and Corporate Communications at Inorbit Malls, speaks about how the brand commemorated Diwali 2024. He discusses the brand’s recent Bade Dilwali Diwali campaign and explains how this campaign sets the stage for Inorbit’s future community-driven initiatives.
He speaks about the marketing strategy and media mix for the campaign and outlines the role of digital marketing, interactive content, and social media in engaging younger audiences.
Outlining the insights behind the Bade Dilwali Diwali campaign and how it encapsulates the essence of the festive season, Rohit Gopalani says, “As a brand, we have always believed in giving back to society and the community. In that vein, we thought about how we could seed a noble thought this Diwali in the minds of our consumers, whom we consider an extended part of our family.”
He continues, “Given that Diwali is all about celebrations and goodness, why restrict it to friends and family? We exhorted our consumers to make it a larger celebration with people who contribute to their daily lives – from the service staff to colleagues, neighbors, and more. It is an invitation to everyone to celebrate with open hearts and minds, making it a festival that truly lights up lives.”
“We are sure that this thought resonates well with our consumers, as today, more than ever, we recognize the power of community and the joy that comes from celebrating together, uplifting those who light up our lives every day,” adds Gopalani.
Rohit Gopalani on community-led activities at Inorbit Malls
Briefly addressing how Inorbit Malls enhanced the Diwali shopping experience for customers, Gopalani states, “We truly believe that our malls are more than just shopping centers; they are vibrant social hubs where people can unwind, connect, and engage with one another.”
“During Diwali,” he shares, “we organized a range of activities for our patrons across all our properties. From festive workshops like diya painting, lantern-making, and the popular laddoo candle-making, to fun events like tambola night and an LED dance show, there’s something for everyone.”
Gopalani adds, “We also hosted community-led activities that invited our patrons to participate in decorating the mall. At our Malad mall, we created the ‘Wall of Warmth,’ where we distributed LED lamps for patrons to place, collectively forming a ‘Happy Diwali’ message. At our Vashi mall, we launched ‘Rangoli by You,’ allowing guests to contribute to the festive decor by creating beautiful rangoli designs using provided stencils.”
Rohit Gopalani on Inorbit Malls’ marketing strategy and media mix
Shedding light on the marketing strategy and media mix for the Bade Dilwali Diwali campaign, Gopalani underscores, “Our malls are an integral part of the community around them. For most of these people, Inorbit is more than just a shopping center, as there is a certain emotional connection that they share with us.”
“Over the years,” he says, “Inorbit has become an integral part of their lives. The idea was to leverage this bond by encouraging them to experience Diwali in a unique and meaningful way. The core of our strategy was to highlight the sense of community and togetherness that Diwali represents.”
“We wanted to position our malls as not just shopping destinations, but as vibrant spaces that can function as a platform for people to celebrate this festival in a noble way. In terms of the media mix, we have taken the digital route along with print ads and radio in the cities we operate in,” discloses Gopalani.
Rohit Gopalani on how Inorbit Malls is reaching out to audiences
Gopalani addresses how this campaign sets the stage for Inorbit’s future community-driven initiatives beyond Diwali. “We have constantly endeavored to work towards the betterment of the community around our malls, and this campaign is just another step in that direction. All our future community-driven initiatives will be a product of the principles we believe in.”
Touching upon the role of digital marketing, interactive content, and social media in engaging younger audiences, Gopalani states, “The younger cohort is a dynamic bunch, and from a marketing perspective, it is imperative to use media that allows us to communicate with this group effectively. This is where digital marketing, interactive content, and social media play a very important role, as they allow brands the flexibility to reach out to this audience creatively in a language they understand.”
He adds, “This demographic is one of the most important audiences for Inorbit Malls, as they are not only influential consumers but also trendsetters who shape market dynamics. Connecting with younger audiences is crucial for us, as it not only drives foot traffic but also fosters brand loyalty.”
“Engaging this group effectively means staying relevant in a rapidly changing landscape, contributing to our growth and the overall vitality of our malls. By investing in these digital strategies, we ensure that we remain a preferred destination for the next generation of shoppers as well,” emphasizes Gopalani.
Rohit Gopalani on establishing meaningful partnerships
Partnerships are an integral part of Inorbit Malls’ success strategy. Elaborating on this, Gopalani cites the very recent and fresh example of Bade Dilwali Diwali. He comments on the partnerships Inorbit Malls has established for the campaign and outlines how they align with its values.
Gopalani shares, “For our campaign, we established meaningful partnerships that align with our commitment to community engagement and social responsibility. One of our key collaborations was with The Akanksha Foundation, an NGO dedicated to improving educational opportunities for underprivileged children.”
“As part of this partnership,” he continues, “our employees visited a BMC school affiliated with Akanksha, where they conducted a diya painting workshop. This hands-on activity not only brought joy to the children but also allowed them to engage creatively in the festival. The enthusiastic response from the kids highlighted the positive impact of our initiative.”
“In addition, we organized a day in the mall for these children, supported by our retail partners, Timezone and Westlife Foodworld Limited (McDonald’s). This event included a tour of our Malad mall, where the kids enjoyed unlimited games at Timezone, followed by a delicious meal at McDonald’s,” says Gopalani.
“By creating these joyful experiences, we aimed to celebrate Diwali in a way that resonated deeply with the children, introducing them to the excitement of visiting a mall and fostering a sense of belonging within our community,” he explains.
To wrap up the conversation, Gopalani reiterates, “These collaborations have enhanced the campaign’s impact by promoting inclusivity and demonstrating our commitment to social responsibility. By aligning with partners who share our values, we create meaningful experiences that resonate deeply with the community, enriching the Diwali celebration for everyone involved.”
