Genesis Advertising wins InOrbit Mall

Genesis Advertising Mumbai has won itself the creative and media duties for Inorbit Mall. The account was earlier with Triton. The ad spends for the coming year are estimated to be Rs 3-5 crore.

Genesis had earlier handled the India Retail Forum project for Inorbit and the Inorbit officials were well satisfied with its work. That is how it won the account. Genesis spokesperson Raja Das says, “We are in the midst of implementing a new positioning for the brand and will use a healthy mix of traditional and new media to convey the message.”

Inorbit was earlier positioned on the premise, ‘A Million Experiences’, which Genesis has now extended to ‘A Million Experiences for Your Senses’. As per Das, experiences arise from the five senses, and hence this deeper positioning. “Malls tend to do ad hoc advertising only for events held there, while we plan to undertake corporate brand building exercises as well,” he explains.

For the record, Inorbit houses Shopper’s Stop, Lifestyle, Spencer’s Supermarket, Crossword Bookstore, Wills Lifestyle, Provogue and Adidas as also the Fame Malad Multiplex. It has a games arcade for children and a food court with Pizza Hut, Rajdhani and other restaurants.