Inorbit to up marketing spends by 50% next fiscal

BENGALURU: Taking into account the number of footfalls that multiplex screens bring, Inorbit Malls (India) Pvt. Ltd., plans to add screens at all its properties, including the existing ones that don’t have them.

The company also plans to up its marketing spends from about Rs 100 million to Rs 150 million next fiscal with the addition of 2 more malls – one each in Bangalore and Baroda respectively. The Bangalore Mall will open on Independence Day – August 15 and the Baroda mall will open by March 2013.

Inorbit rents out space in its malls on a minimum guarantee plus fair share of revenue model, hence it makes sense for it to increase footfalls in its properties as well as to up the average spends per customer from the current Rs 700 approximately. The company conducts a number of BTL activities to increase consumer interaction in its mall catchment areas.

“Besides shopping, we want to provide entertainment to the customer at our malls. Even for the new format of smaller shopping centres with around 200,000 square feet such as the one that we are planning in Pune, we are looking at around four screens with seating capacities ranging from 350 to around 150,” said Inorbit CEO Kishore Bathija.

“In malls such as our first one which was in Malad in Mumbai where we did not have any screens initially, we have put up seven screens. Of the four functioning properties, at present we have seventeen screens working at three of the properties in operation, and have planned 31 screens at all the malls that have been constructed or are under construction,” added Bhatija.

For the Bangalore and the Baroda properties, Inorbit has planned five screens each. Bathija said that Inorbit was open to tie-ups with cinema chains in the country.

“To attract the consumer, we have been spending around Rs 20-25 million annually per mall towards print, online, events as well as radio every year on the four malls that we currently have in operation. The spends for the two new malls will be proportionate,” said Inorbit DGM Corporate Communications Nishank Joshi.

With around 3 million square feet of space, in operation and under construction, Inorbit has about 200 brands and 600 retailers on board at its malls.

Its creative duties are handled by Mudra and media buying by DDB Mudra.

Also read:

Inorbit Mall, Pune is the official ‘On-Ground Mall Activation Partner‘ for Pune Warriors

‘Smokey Cigarson‘ on a job hunt at Inorbit Mall!!!

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories