This festive season, Mumbai Duty Free (MDF) has gone international with its latest Bollywood association. The retailer has tied up with RSVP productions for its upcoming film ‘The Sky Is Pink’, starring India’s Desi Girl and now international superstar Priyanka Chopra Jonas and millennials favourite Farhan Akhtar.
This was the first Bollywood promotion for Mumbai Duty Free’s new CEO, Mr. P.K. Thimmayya, which took place right after a long week at TFWA Cannes.
As part of the promotion, MDF CEO invited Priyanka Chopra Jonas to the store to launch the campaign and give lucky customers a chance to meet the iconic celebrity, indulging in a few photo opportunities.
To promote the association, the Mumbai Duty Free store was adorned with live size posters, digital signages and character cut outs of the movie star cast. As part of the promotion, the retailer ran a contest to engage with customers, awarding all customers shopping above a certain spend threshold with discounted tickets for the film. Parallelly, MDF also ran a lucky draw wherein select grand winners got a chance to meet the entire film star cast, allowing them to take back home some great memories of shopping at Mumbai Duty Free.
In- store Bollywood experiences have been a tradition at Mumbai Duty Free for over four years now. Given Mumbai’s connect to Bollywood, these associations always serve as a unique value adding experience for International travellers flying via Mumbai.
Talking about the association, Mr. P.K. Thimmayya- CEO, Flemingo Travel Retail Limited said, “It was a pleasure to be able to carry on one of Mumbai Duty Free’s most cherished & award-winning campaigns. Bollywood associations are an integral part of MDF’s experiential offerings as a retailer, setting us apart from all other duty-free operators. In addition to customers, these associations have also been greatly appreciated and acknowledged among the travel retail industry, giving us the confidence to keep this tradition going.”
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