Even as the country is still reeling under the pandemic caused by COVID-19, businesses have started, and much to the relief of shopping centre owners, the Government allowed the reopening of shopping malls across India starting 5 August. Shopping malls, right now, are going all out in order to bring back the customers and regain the lost business. And Independence Day (15 August) is the best way to go back to normal or embrace the ‘new normal’.
Delhi’s most admired shopping mall, Select CITYWALK has ensured smooth celebrations of the 74th Independence Day, and like every year, promises to put up a great show.
Last month also, on Kargil Vijay Diwas, Select CITYWALK had run a special campaign from 24 to 26 July on its social media platforms, remembering the heroes who lost their lives during the Kargil War. While the shopping centre has been actively engaged with its customer base through various initiatives post reopening of the mall, the management is ensuring that all the precautionary measures are in place and shoppers feel relaxed and safe inside the mall.
Apparel Resources talked to Yogeshwar Sharma, Executive Director and CEO, Select CITYWALK, about the theme of this year’s Independence Day celebrations as also the precautionary measures at play.
What is the special theme this year in the mall to celebrate Independence Day?
Yogeshwar Sharma: The month of August is synonymous with freedom; the freedom of our birth as a nation, as well as freedom which lets us break the chains of greed, prejudice, etc. The special theme this year at Select CITYWALK for the Independence Day decorations symbolises the mindset to #BreakTheChain and create a new world of love, compassion and gratitude.
As we embrace our independence and freedom as a nation, there is also a need to ‘Break The Chain’ of negativity and make a transition to a new world. While we all unite as a nation to celebrate the values of our independence, it is also a time when we are learning to break the chain of a pandemic that has gripped us, and to celebrate the humanity and goodness. As an iconic landmark of the city and a part of the community, Select CITYWALK pays ode to this movement with a stunning series of installations and supporting decorations.
The focus will be the aerial installation of a larger-than-life, 10 feet 3D figurine of a woman draped in the tri-colour, breaking away from the chains which held her down all the while, in the main atrium. 73 years of breathing in glorious freedom, our country and the citizens have come a long way. Like every society, even ours has some deep-rooted chains or shackles which hinder development.
Today, Select CITYWALK celebrates the ones who break these chains, who dare, the unfathomable and the hero within each one of us.
The side atrium will have a flock of soaring doves, triumphantly flying in a ‘V’ formation with its 18-inch wings span, to showcase how each of us can be part of the change, by just staying together. The attempt is to show a nation on the power of unity, compassion and goodness as we all work together to emerge stronger from trying times by taking a leap, spreading our wings and flying away, for sky is the limit.
How are malls prepared for the public? What are your expectations on the footfall?
Yogeshwar Sharma: We will be taking all the necessary precautions for our visitors on Independence Day and will open as per the Government guidelines. Besides, wearing masks, temperature checks, social distancing norms, and other stringent measures are in place. Heavily frequented areas like the main aisles, bathroom areas, and mall entrances and exits are sanitised frequently by cleaning staff in full-body safety gear and with specialised cleaning equipment and UV-based disinfectants. The parking has been made contactless and installed with density control cameras. Persons above 65 years of age or those with comorbidities, pregnant women and children below the age of 10 are advised to stay home though.
Elucidate on the engagement activities to lure people to the mall?
Yogeshwar Sharma: In addition to the festive decorations, we are running a social media campaign to celebrate the newfound meaning of freedom within the little things. We have created a series of posts that define the different meanings of freedom experienced by individuals. From taking out the time to read a book over coffee to savouring a meal with your loved ones, these are the little moments that have shown us that freedom does not need to be found outside, but within us. The colours of the posts are inspired by the Tiranga. #FreedomInYou.
What are the expectations of the brands on Independence Day sales in malls?
Yogeshwar Sharma: Brands have positive expectations from the customers this Independence Day and the End of Season Sales is also going on right now. They have started contactless services which will allow customers to shop safely, while maintaining social distancing.
