Elegance meets Intelligence!

With growing pressure from online e-tailers, brick-and-mortar shopping destinations in India are finding new ways to attract customer footfalls. In the category of shopping malls, the competition is even fiercer since the claim of differentiation no longer rests in the hands of just the anchor brands. While this tension between competitors has been simmering for a while, there is one shopping mall that pre-empted the situation and pressed the refresh button much in advance. Meet VIVIANA MALL, a 1 million+ sq.ft of entertainment and lifestyle retail destination in Thane, created by Mumbai-based Sheth Developers.

Although, the category players have been long playing with the concept of ‘mall-marketing’; VIVIANA was keen to focus on building its ‘brand value’. While the former is more tactical in nature, the latter builds sustainability. As such, the company expressed its interest to find a partner who could combine brand understanding with creative intelligence.

After a month long multi-agency pitch, VIVIANA finally gave a nod to thoughtblurb, a fully integrated creative and strategic agency. Announcing the partnership, Ashwin Sheth, Managing Director, Sheth Developers said, “We are pleased to announce our collaboration with thoughtblurb® as our creative agency partner. Their futuristic and creative ideologies are in sync with our brand philosophy and positioning. With thoughtblurb on board, we believe that our customers will truly experience a creatively enhanced shopping environment with each visit.”

thoughtblurb has been assigned the task to enhance the overall VIVIANA brand experience using progressive creative intelligence. Commenting on this development, Vinod Kunj, Managing Partner at thoughtblurb said, “When I first interacted with the management team at VIVIANA, I was charmed with their optimistic curiosity to learn and understand how they can build value-creating customer experiences. The way I see it, this is not just a mall brand that we’re trying to help; but it’s an opportunity to showcase how a shopping destination can disrupt the marketplace paradigm and change the way customers experience shopping and entertainment under one big roof. In the coming weeks, we will work very closely with the VIVIANA team to ensure that it becomes a destination you can’t miss to visit ”