When we got Inorbit, they used to write three words below their logo. Those words had almost lost their meaning and purpose while passing from hand to hand, year after year. It was like a mantra that is repeated out of habit and not for any particular reason.

 

Also when Inorbit hired us they were expanding at a tremendous speed. They had planned twelve malls across India. Amongst them three were nearing completion. And they were in talks with retailing brands for shops. Corporate communication was a top priority again.

 

Understanding that the mall brand, especially a success story like Inorbit, is quite inseparable from the corporate brand, we knew we had to explore Inorbit’s all-embracing brand. So we chanted the three word mantra that the mall logo was lugging along for years – a million experiences.

 

It was a good idea. We just explored it further. The result was – a million experiences for your senses.

 

Ideas flowed effortlessly then afterwards. A corporate campaign, marketing collaterals, greeting cards and a trade show design. We took the idea even to their corporate office reception! It was received well.

 

We attribute the happy ending to our belief that if you have spent a lot on it, do not throw it away, instead employ it to earn, even if it is as small as just three words.

 

We explored the tagline, a million experiences, further for consumer communication inside mall. But then that is a different story.

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