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MindShift Interactive bags digital mandate for High Street Phoenix & Palladium

The agency will engage and build loyalty for the shopping destination

BestMediaInfo Bureau | Mumbai | January 21, 2015

mindshiftMindShift Interactive has partnered with the country’s much appreciated shopping destination High Street Phoenix and its luxury half, Palladium, by extending its services in digital portfolio. With tasteful art, music and luxury strategically reinvented into the destination, MindShift Interactive has excelled in aligning a clear vision about the destination’s digital pathway, to engage and build loyalty while building brand affinity and brand salience amongst the target audience.

MindShift Interactive is using digital media to strengthen awareness for the brand to maintain and uplift the affluence across social media, and through innovative offline-online integrated campaigns which promise to help achieve marketing objectives and benchmarks within the industry.

Zafar Rais Zafar Rais

Zafar Rais, CEO, MindShift Interactive, said, “We are delighted to have High Street Phoenix and Palladium join us as we collectively work towards making it a destination for luxury events and experiences, leveraging social media. Our digital insights show the power of digital on the luxury market, and we intend on leveraging the same to grow the brand further.”

Rajendra Kalkar, Senior Centre Director (West), The Phoenix Mills, said, “It has been a great four months to strategise with the team, and we are glad to optimise the fast-growing digital media platforms to build our reach and engage our audience with great content.”

The brands have started off with some interesting campaigns on Facebook, Twitter and Instagram. Notable examples include the innovative #BaggedAtPalladium during Christmas, #ShopAndWin, which was created to drive awareness about an offline promotion, and #PalladiumEOSS to drive footfalls during the End Of Season Sale. All the hashtags trended across Mumbai, with conversations amongst influential bloggers and tweeps, enjoying a cumulative outreach of 3,284,833 users. Integrating the retailers through social media promotions has seen success in partnerships with brands such as Body Shop India, French Connection UK, Truefitt & Hill, amongst many more in the pipeline. With larger campaigns and offline integrations to digital in the pipeline, 2015 will see luxurious indulgences and experiences showcased across digital.


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