When High Street Phoenix was launched in Mumbai in 2003, it was the city’s first mall. A family destination, the mall offered excellent shopping, food and entertainment options spread across its large surface area. Every member of the family could spend quality time as they wished to and for as long as they wanted to.
I was tasked to design an enduring identity for the mall, one that would withstand the test of stiff competition in the days to come.
The logo : The symbol lay in the name itself. Phoenix, a mythical bird that rose from the ashes, finds pride of place in a smart, tight wordmark.
The tagline: A DAY WELL SPENT
Not only does this delightful pun encapsulate the wholesome mall experience for one and all, but it also reminds the visitor that there are more than enough engagements that could fill up an excitingly productive day.
Today after 11 successful years, this identity and its benefit of ‘A Day Well Spent’ still stands strong and true to millions of shoppers who have made spending a weekend at High Street Phoenix in Mumbai’s Lower Parel, a ritual the entire family looks forward to.
Client : High Street Phoenix
Agency : Lintas Direct
Here’s media innovation at its simplest! A unique ambient idea that got Delhi’s streets drooling!
Why : Nirula’s, one of the earliest fast food chains in New Delhi, revamped their menu introducing new Indian items of which kebabs was expected to be the show stealer. Besides informing customers about this, they also wanted to reiterate the fact that though there was intense competition from McDonalds, KFC and Pizza Hut now, they were still an on-the-go food favourite.
Idea : STREETLAMP SKEWERS.
One morning New Delhi woke up to a delicious surprise in the form of a visual treat. 12 ft high streetlamps near Nirula’s outlets had turned into skewers overnight with succulent kebabs on it! They teased, slowed down traffic, made people smile and take photographs and of course had them rushing for the real stuff at the adjacent outlets.
Result : The kebabs became an instant hit and the most preferred dish at Nirula’s outscoring other dishes by 3:1. Footfalls jumped by 30%.
A skewerful of awards apart, this idea is also taught as a case study in OOH media.