Live Experience
Client Inorbit Malls India Pvt. Ltd.
Brand Inorbit
Entrant DDB Mudra Group
Brief Millions of women entrepreneurs in India run businesses out of their homes. But the society just sees them as a cottage industry with no real scope for growth.
Cultural Context Women entrepreneurs need to be encouraged so that they add new chapters to their start-up success stories. We used the device of actual autobiographies which are still half-written and positioned Inorbit Pink Power as the platform that will help them complete their start-up success stories.
Insight The video ‘Inorbit Live Autobiographies’ was a call for entries communication. A website was created so that people could gift half autobiographies while print, radio and in-mall communication helped in spreading the word. More than 350 women entrepreneurs registered for Inorbit Pink Power and got the opportunity to compete for free retail space, mentorship and loan assistance.