In India, millions of women run small businesses out of their homes. However, these businesses are usually written off as just cottage industries, with no real scope for growth.
So as one of India’s largest mall brands, Inorbit Mall along with DDB Mudra West came together to change this. By inspiring and empowering these women to get their businesses rub shoulders with India’s biggest brands.
And so, Inorbit Pink Power was born – a chance for 15 small women entrepreneurs to launch their start-up with free retail space at Inorbit malls across the country.
The initiative was launched through a web film in which three budding women entrepreneurs were called for what they believed was a TV interview. To their surprise, their stories were transcribed in real time and made into their half-autobiographies. It was a call to them and all the other women entrepreneurs out there to write their next chapters with Inorbit Pink Power.
People can also create half-autobiographies of their loved ones through the Pink Power website. While print and radio also called on women to write India’s next start-up success story.
In addition to retail space, winners were offered a starter-pack that is every businesswomen’s dream- Tie-ups with banks for loans at just a 3% interest rate; Mentorship by India’s top retail gurus and a chance to partner with some of Inorbit’s biggest brands.
The best ideas were selected after a detailed round of presentations. And while the 15 best ones got free retail space for 9 months, the top 100 got a chance to retail at Inorbit’s weekend flea markets.
Agency: DDB Mudra West
Chairman and Chief Creative Officer, DDB Mudra Group: Sonal Dabral
President and Managing Partner, DDB Mudra West: Rajiv Sabnis
Creative Team: Rahul Mathew, Ashish Phatak, Godwin D’mello, Sanket Wadwalkar, Sourabh Dubey, Amol Suryavanshi, Shalmali Sawant, Vardhini NC
Account Planning Team: Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, Anushka Gilani
Account Management: Shally Mukherjee, Yugandhar Madidi, Ankit Gada, Amit Saroj
Web Developer: Abhishek Sil
Production Company: Guruvayur Films
Director: Santosh Vijayan
Producer: Nisha Jethani