afaqs!

Genesis Advertising wins InOrbit Mall

By , agencyfaqs!, Mumbai | In Advertising | November 07, 2007
The size of the business is estimated to be worth Rs 3-5 crore

Genesis & #BANNER1 & # 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.

Inorbit Mall
Currently, Inorbit enjoys a presence in Malad, Mumbai. Plans are on to extend to Vashi (also in Mumbai) and Hyderabad by next year. The media mix for the new campaign will include outdoor, press and radio, apart from events and seminars and other below the line activities.

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.