Mumbai Duty Free, DFS the airport store in Mumbai wanted to design a summer activity campaign which aimed towards targeting International travelers during the vacation season. The main objective for Mumbai Duty Free, DFS through the activity was to increase store penetration resulting in increased sales with enhanced awareness on various promotional offers.
To this The Brand Brewery came up with a unique summer activity campaign to meet the demands of their clients. TBB came up with an idea to create an installation of Gateway of India in chocolate finish & place it in the chocolate section of Mumbai Duty Free shop as it fetches the maximum sales & footfalls apart from liquor section.
The idea of Gateway of India installation was born from the thought that it is not only the symbolic representation of Mumbai but is also an integral part of Mumbai Duty Free, DFS logo. This display was a piece of modern day art resonating the rich history of Mumbai in chocolate form.
The detailed working & a chocolate finish gateway showcased TBB’s production & execution prowess. Also TBB executed other activities to engage with travelers for them to spend time on floor & where we get a chance to communicate to them various offers in an interesting way.
Among other engagements an act by Charlie Chaplin was also organizedto engage kids through fun & entertaining activities while their parents can spend some extra time at various sections at Duty Free floor. Adding to the frolic was a caricature artist who was stationed at MDFS, he created instant caricature portraits of travelers which were given away as a free memorabilia to them.
Also to engage women travelers, a Nail Art expert was stationed at Beauty section.
The activity proved to be highly beneficial for MDFS, thereby leading to achieve the key objective of the brief. As a result the store recorded the highest sales figure ever since it’s opening in Feb 2014.
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