Address Mall

– DRIVING IMPACT THROUGH STRATEGIC COMMUNICATION

Retail & Lifestyle

Services Provided

Social Media Strategy

Campaigns

Public Relations

Mall Activations

Cause Marketing

Challenge

Despite its growing popularity, Address Mall faced a unique logistical challenge—auto-rickshaw drivers in the city were unfamiliar with its location, leading to accessibility issues for shoppers. This not only affected footfall but also created a barrier between the mall and a key segment of its customer base.

Insight

To solve this, we needed an initiative that not only addressed the immediate concern but also resonated deeply with the community. Understanding the socio-economic backdrop of auto-rickshaw drivers, we identified an opportunity to create a meaningful connection—education for their children.

Solution

In partnership with Malayala Manorama, we conceptualized and launched the “Address Mall Auto-Drivers’ Scholarship Program.” This initiative aimed to bridge the accessibility gap by engaging auto drivers in a purpose-driven campaign. The strategy was threefold:

Community Engagement: The scholarship announcement created immediate buzz among auto drivers, leading to over 200 form pickups from the mall.
Strategic Brand Positioning: By championing a cause, Address Mall positioned itself as more than a shopping destination—an institution that cares for the city’s workforce.
Integrated Communication: A mix of social media storytelling, PR campaigns, and on-ground activation ensured maximum visibility and engagement.

Execution

Mall Activation: The scholarship forms were made available exclusively at the mall, ensuring footfall and brand recall.
Media Collaboration: Malayala Manorama amplified the initiative, driving credibility and participation.
Screening & Award Ceremony: Address Mall, in association with education experts, shortlisted deserving candidates based on merit and need. Selected 25 students received scholarships of INR 25,000 each for higher studies.

Results & Impact

✔ Over 200+ Auto Drivers Engaged – Strengthening a crucial link between the mall and the community.
✔ Increased Footfall & Visibility – The campaign brought organic traffic to the mall, reinforcing its presence.
✔ Extensive Media Coverage – Positive PR across print, digital, and social platforms, enhancing brand perception.
✔ Long-Term Brand Affinity – Address Mall became synonymous with a socially responsible brand, ensuring sustained goodwill.

Key Takeaways

This campaign is a testament to the agency’s expertise in:

Seamless Brand Integration – Aligning social impact with business goals.
Multi-Channel Strategy – Leveraging digital, PR, and on-ground activation.
Community-Centric Engagement – Creating meaningful connections that drive real-world impact.

Final Thought

At the intersection of creativity, strategy, and purpose, this campaign exemplifies the agency’s ability to transform challenges into compelling brand stories. By crafting a solution that was both tactical and human-centric, we not only solved a logistical issue but also built a legacy of trust and goodwill for Address Mall.

For brands seeking holistic communication strategies that drive impact, we don’t just create campaigns—we create cultural conversations. Let’s build something remarkable together.