MindShift wins Mumbai's High Street Phoenix & Palladium's digital duties

MindShift Interactive has bagged the digital mandate of Mumbai's shopping destination, High Street Phoenix and its luxury half, Palladium. The agency will work on the digital strategy to engage and build loyalty while building brand affinity and salience amongst the target audience.

Rajendra Kalkar, senior centre director (West), The Phoenix Mills says, "It has been a great four months of strategising with the team and we are glad to optimize the fast-growing digital media platforms to build our reach and engage our audience with great content."

The brands have started off with campaigns on Facebook, Twitter and Instagram. The agency created #BaggedAtPalladium during Christmas, #ShopAndWin which was created to drive awareness about an offline promotion and #PalladiumEOSS to drive footfalls during the End Of Season Sale.

All the hashtags trended across Mumbai, with conversations amongst influential bloggers and tweeps enjoying a cumulative outreach of 3,284,833 users. Integrating the retailers through social media promotions has seen success in partnerships with brands such as Body Shop India, French Connection UK, Truefitt & Hill, amongst many more in the pipeline.

MindShift Interactive runs three business verticals, namely, MindShift Digital (Digital Marketing, Development & Influencer Relations), MindShift Metrics (Digital Research Consulting) and MindShift Activate (Large-scale Events & Promotions) each working towards achieving a unified goal of providing brands with the ideal outreach.

Some of its clients include JW Marriott Mumbai, Renaissance Hotels, Sula Vineyards, Lancome, Kiehl's, Giorgio Armani, Za from the House of Shiseido, Remy Martin, High Street Phoenix, Palladium, Max Bupa Health Insurance, HomeShop18, Reliance 3G, BIG CBS amongst others.