Everything Goes! Communications bags Growel's 101 account

The experiential marketing agency has signed a contract with the 7,50,000 sq feet mall to handle its ATL, BTL and OOH needs for two years.

Everything Goes! Communications, the experiential marketing agency, has bagged the creative duties of Growel's 101 Mall in Mumbai, for a period of two years.

The Mumbai-based Everything Goes! Communications, founded by Vijay Dewan, is an experiential marketing agency offering strategy, creative design and brand activation services. The agency recently won gold and silver awards at the WOW Events and Experiential Marketing Awards 2011.

Everything Goes! Communications has already handled the mall's WOW Sale, held for a month earlier this year. The agency will now be responsible for the entire creative communication strategy of the mall, including above the line (ATL), below the line (BTL) and out of home (OOH).

The European-inspired architecture of the mall, designed by California-based Kaplan McLaughlin Diaz (KMD Architects) and Form 4, revolves around a typical neo-classical design, with the use of arches, colonnades, stoned flooring, and extensive use of internal and façade lighting.

The completed mall will have a total area of 7,50,000 sq feet, and four floors including the ground floor. It sees an average footfall of 3.5-4.5 lakh per month.

Commenting on the tie-up, Santosh Pandey, vice-president, Growel's 101 Mall, says, "We believe Everything Goes! Communications is well-versed with the operational and marketing issues of malls as it has proved from time to time. We are confident that it will understand the essence of our brand and will correctly and precisely communicate that to our target audience to help build connect. We look forward to working as a team with EG! Communications, to roll out our communication drive."

Vijay Dewan, chief creative guardian, Everything Goes! Communications, says, "EG! Communications dons its experiential marketing hat to conceptualise advertising, brand and activations solutions to meet the many challenges of a mall. We will be working closely with the mall team to create a distinctive creative plan."

According to Dewan, every client brings its unique challenges. "In an over-populated retail space, Growel's 101 Mall offers a challenge to be able to win its space in the consumer's mind," he explains.

"Our strategy is to understand the strengths of the property and leverage its unique features, including its grand European-style architecture, and to create a winning communication that connects at multiple levels, finally resulting in increased footfalls, spends and loyalty," Dewan adds.

The stores and services at Growel's 101 include outlets of Pantaloons, McDonald's, Timezone, Big Bazaar, Cinemax, Crossword, Ethnicity, E-Zone, Reliance, Ritu Kumar, Celio, Nike, Hidesign, Arrow, Levi's and Lilliput, amongst other international and national retailers. It therefore has a retail mix of hypermarket, consumer durables, fashion, apparel, footwear, food, electronics, entertainment, jewellery, beauty and spas.