Gurugram, India | CityMall App, India’s value-commerce App focused on Bharat-first consumers, has launched its first ever integrated 360° brand campaign titled ‘CityMall App Pe Daam Dekha Kya?’, as a part of its strategy to aggressively expand across Tier 2 and Tier 3 cities.
The campaign, rolled out in Roorkee, spotlights CityMall’s core promise of everyday groceries at wholesale prices. The highlight of the campaign was an innovative, motion-led hoarding that reinforced the brand’s value and price advantage, making the proposition instantly visible and memorable.
You Tube Link: https://www.youtube.com/shorts/3ZW8VuYRsOg
Instagram Link: https://www.instagram.com/p/DU0BBHRDCd2/
The 360° execution combined high-impact on-ground activations; outdoor hoardings, e-rickshaw branding, weekend market engagements, and newspaper inserts with digital amplification. To extend reach online, CityMall collaborated with local creators to produce hyperlocal content aligned with the campaign.
Angad Kikla, CEO of CityMall, said, “Value is the biggest growth lever in small-town India. With this campaign, we are not just driving awareness, we are reshaping how Bharat shops for daily essentials. CityMall is building the infrastructure for the next generation of commerce, designed specifically for the realities of Bharat.”
Within the first month, the campaign led to an 8X increase in demand and Household penetration within Roorkee, underscoring the effectiveness of CityMall’s targeted, local & value-led approach.
Speaking on the initiative, Gaurav Arora – Head of Marketing said, “Small cities are central to our growth journey. This campaign helped us validate a scalable 360° playbook that blends disruptive on-ground innovation with local digital storytelling. We plan to replicate and expand this model across multiple similar geographies.”
The Germ led the creative strategy, while the on-ground rollout was executed in partnership with Social Hikers, a Roorkee-based agency.
CityMall continues to invest in expanding its presence in emerging cities, focusing on affordability, accessibility, and locally relevant communication to drive adoption in Bharat’s next wave of digital commerce.
