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20 Million impressions in 30 days — how we launched Kerala’s biggest mall to a city that had never seen anything like it.
A phased pre-launch, launch, and post-launch campaign made Kerala’s biggest mall impossible to ignore.
40M+
Impressions in just 30 days
300+
Brands launched under one roof
Day 1
Record footfall on opening day
22L
Sq.ft of retail space
300+
Brands under one roof
PVR
Multiplex cinema
100+
Food court outlets
The Launch
LuLu Mall Thiruvananthapuram is Kerala's largest shopping destination -- 22 lakh sq.ft of retail, entertainment, and dining. In a city with no comparable mall culture, TBI was tasked with building pre-launch hype, driving record opening-day footfall, and sustaining traffic beyond the novelty window. The campaign had to work across every audience segment simultaneously.
The Goal
Build massive brand awareness before and after launch, and drive walk-ins from day one.
The Challenge
Trivandrum did not have mall culture at this scale. There was no reference point. People did not know what was coming, how big it was, or why they should care — all within a tight launch window.
Campaign Arc
Four phases that built and sustained momentum.
From pre-launch anticipation to the LuLu On Sale peak -- every phase was designed to drive a specific behaviour at scale.
Pre-launch
18
Hype Phase
Teaser campaigns, influencer seeding, countdown content to build anticipation across Kerala
Opening Day
62
Launch Spike
Full-throttle paid media, real-time social coverage, Google Ads surge for launch-day footfall
Post-launch
44
Sustained Pull
Always-on content, community engagement, retargeting to convert awareness into repeat visits
LuLu On Sale
76
Peak Moment
Sale-specific creatives, urgency-driven campaigns, the event that cemented the mall as a destination
Pre-launch
18
Hype Phase
Teaser campaigns, influencer seeding, countdown content to build anticipation across Kerala
Opening Day
62
Launch Spike
Full-throttle paid media, real-time social coverage, Google Ads surge for launch-day footfall
Post-launch
44
Sustained Pull
Always-on content, community engagement, retargeting to convert awareness into repeat visits
LuLu On Sale
76
Peak Moment
Sale-specific creatives, urgency-driven campaigns, the event that cemented the mall as a destination
LuLu On Sale
Sale moments engineered for maximum walk-ins.
Google Display Creative
Campaign Deck
Always-on storytelling for Kerala's largest mall opening.
From launch-day livestreams to seasonal content, every post was calibrated to keep LuLu Mall in the city's social feed.
What We Did
The work, in full.
How We Got There
The playbook.
Pre-Launch
Digital hype so the city knew what was coming and when
Launch
High-intensity performance during opening to drive massive footfall
Post-Launch
Sustained campaigns to turn first visits into habit
LuLu On Sale
Sale event promotion driving a major walk-in and engagement spike
By the Numbers
Launch velocity in a city with no reference point.
Modelled curves aligned to 40M+ impressions in 30 days, launch-day footfall spikes, and sustained post-opening traffic.
Impressions (30 days)
40M+
Campaign phases
Relative intensity across the launch arc
Channel mix
How we balanced hype, conversion, and community during the launch window
Before TBI
A brand-new mall in a city with no mall culture, no digital presence, and no precedent for opening-day footfall.
After TBI
40M+ impressions in 30 days, record launch-day footfall, sustained traffic, and Kerala's retail landmark.
The Results
What we delivered.
40M+
Impressions in just 30 days
Launch day
Zero to massive walk-ins from opening
LuLu On Sale
Successfully launched and completed
Landmark launch
Kerala’s biggest mall making Trivandrum’s biggest entrance
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