Orion East Mall is the Brigade Group’s second mall in Bangalore East. In retail jargon, the mall was conceived as a Neighbourhood mall.
Purplehat’s task was to give meaning to the hitherto unknown concept of a neighbourhood mall’ in a consumer friendly manner. Purplehat’s campaign idea was to pitch the mall as a zone that was equivalent to ‘Uptown’ – the urban parlance for the trendy and aspirational part of a cosmopolitan city. Strategically, the campaign was promoted in a hyper-local manner within a 6km radius of the mall location, given the large proliferation of malls around the city.
The launch campaign utilised lifestyle based imagery in keeping with the overarching position of brand Orion as a fashion & lifestyle upgrade. The outdoor & radio led campaign kicked off with a pre-launch charm offensive – every suburb in the catchment woke up to a "Hello! – Insert name of Suburb" billboard - building some curiosity and intrigue before officially announcing the mall as the new 'Uptown' area of Bangalore. The cheeky radio jingle was inspired by the popular ditty Uptown Funk by Mark Ronson & Bruno Mars.