R CITY is one of Mumbai’s largest malls located in Ghatkopar. After 10 years of operation, they needed to reinvent themselves as a destination for premium world-class experiences. They partnered with 4AM Worldwide to create their new positioning.
R CITY has been a mall for the masses for over a decade. They wanted to rebrand and reposition themselves as a place that gave you premium experiences. The onboarding of landmark brands further established the premiumness of the mall promising visitors a unique experience every time they visited. Which led us to the positioning as ‘Experience the extraordinary’.
We worked on integrated print and outdoor advertising campaigns to launch the new positioning of the brand using visuals that portrayed the premium design of the space.
The new positioning and premiumness of the brand was translated into visuals and signages that we designed for their in-mall branding.