we decided to make it contextual and memorable, by drawing inspiration from Lucknows glorious heritage. From the naming to the campaign design, the idea was to have a ‘jugalbandi’ - a kind of conversation between the past and the present.
The concept behind the campaign was to recreate the citys iconic heritage skyline, with a surprise element sitting right in the middle of it. This element represents what the mall was going to bring to the city – the promise of the future in a historical landscape – a new landmark in shopping, food and entertainment integrating with the citys historical skyline. The campaign headlines were conceptualized as catchphrases in Urdu, the language of Lucknow and rendered in typography drawn from the urdu calligraphic script.