Everything you need to know about Mumbai Duty Free's 'Big December' campaign
The ‘Pay ZERO’ promotion in collaboration with actor Shah Rukh Khan is a part of the campaign.
By ET Bureau | Updated:
Agencies
Building on the success of their previous campaign, Manishi Sanwal, CEO, Flemingo Travel Retail Ltd, talks about the latest initiative at Mumbai Duty Free.
Mumbai Duty Free (MDF) is offering visitors to Mumbai’s international airport a chance to win shopping gift cards to redeem against duty free goods. Manishi Sanwal, CEO, Flemingo Travel Retail Ltd, shares the highlights.
Tell us about your ‘Pay Zero’ campaign.
Duty-free stores already provide big value to customers, as the sales are duty free, tax free and 100 per cent authentic. The ‘Pay ZERO’ promotion is part of our exclusive ‘Big December’ campaign, where we are giving free shopping vouchers to a few lucky customers. The aim is to provide more value and a memorable shopping experience, with an authentic and wide range of products.
The government has roped in Bollywood megastar Amitabh Bachchan to promote Goods and Services Tax (GST), ahead of the sweeping tax reforms implementation scheduled from July 1. The megastar has been roped in just as the roll out of the biggest tax overhaul since independence entered its final phase. Ace badminton star PV Sindhu was previously the GST ambassador. This is not the first time that Big G has promoted a social campaign. Earlier, he was named the UNICEF brand ambassador for polio eradication. He has also been associated with 'Incredible India' campaign and Tiger conservation, since 2016.
How has the response been so far?
Customers are curious about it. Such an instore offer, which gives our consumers a chance to win tickets of an upcoming movie starring Shah Rukh Khan, movie merchandise, as well as an opportunity to meet the star cast, is a never-before experience.
What are the other value programmes at MDF?
Tell us about the different marketing routes used by MDF.
This year, we have launched several new marketing initiatives, including our Summer Shopping Festival gift cards at the arrival and departure lounges. Our most recent project has been the ‘Big December’ campaign — Pay Zero gift card, in collaboration with Shah Rukh Khan.
Mumbai Duty Free (MDF) is offering visitors to Mumbai’s international airport a chance to win shopping gift cards to redeem against duty free goods. Manishi Sanwal, CEO, Flemingo Travel Retail Ltd, shares the highlights.
Tell us about your ‘Pay Zero’ campaign.
Duty-free stores already provide big value to customers, as the sales are duty free, tax free and 100 per cent authentic. The ‘Pay ZERO’ promotion is part of our exclusive ‘Big December’ campaign, where we are giving free shopping vouchers to a few lucky customers. The aim is to provide more value and a memorable shopping experience, with an authentic and wide range of products.
How has the response been so far?
Customers are curious about it. Such an instore offer, which gives our consumers a chance to win tickets of an upcoming movie starring Shah Rukh Khan, movie merchandise, as well as an opportunity to meet the star cast, is a never-before experience.
What are the other value programmes at MDF?
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So far, our most successful initiative has been our flagship campaign, ‘Mumbai Duty Free Is Now Free’, where customers get a specially curated Mumbai Duty Free envelope containing discount vouchers, redeemable coupons and complementary experiences from partner brands like Make My Trip, Vodafone, Palladium, Citibank, etc. Overall, duty-free liquor tops the chart in terms of popularity. Fashion and luxury products, especially luxury watches, are also a growing market.Tell us about the different marketing routes used by MDF.
This year, we have launched several new marketing initiatives, including our Summer Shopping Festival gift cards at the arrival and departure lounges. Our most recent project has been the ‘Big December’ campaign — Pay Zero gift card, in collaboration with Shah Rukh Khan.
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